Moms Demand Action calls out Krogers' open-carry rules

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Moms Demand Action for Gun Sense in America
Moms Demand Action for Gun Sense in America

Ad by Grey Toronto supports a boycott of the grocery chain until it excludes guns

Moms Demand Action for Gun Sense in America is a philanthropic organization concerned with gun violence. The latest campaign takes aim at grocery chain Kroger for allowing guns in stores.

Produced by Grey Toronto, the 60-second ad "Choose One" shows a kid on a skateboard, a woman with a dog and a few other customers in a grocery store. They are all admonished by the staff for items they've brought into the shop. Meanwhile, a man wearing a gun over his shoulder shops undisturbed.

The ad is a direct response to a statement by Kroger in August, when it said it would not outright ban guns in stores but would follow state and federal ordinances on the matter.

Website invites people who agree with the campaign to avoid the Ohio-based chain and its subsidiaries. A rolling "receipt" shows the amount of groceries purchased somewhere besides Kroger's 2,625 locations.

Campaign credits

Client: Moms Demand Action for Gun Sense in America
Agency: Grey Toronto
CCO: Patrick Scissons
Copywriter: Patrick Scissons
Account Director: Darlene Remlinger
Agency Producer: Erica Metcalfe
Production House: Spy Films
Director: Tamir Moscovici
DOP: Samy Inyah
Producers: Marni Luftspring, Carlo Trulli, Merrie Wasson
Editorial: Rooster Post 
Editor: Paul Proulx
Online: Mike Bishop, Fort York VFX
Colorist:  Wade Odlum, Alter Ego
Audio: Apollo – Daenen Bramberger, Spencer Hall, Tom Hutch
Casting: Powerhouse


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