Target faced a consideration gap with its premium food brand, Archer Farms. The idea of this magical farm is to convince Mums that Archer Farms food contains such quality ingredients that they can only come from a very special place. The site provides an up-close quality story which features not only product information and trial incentives, but also engages the user and enables advocacy by allowing guests to share tips on how they are using Archer Farms products in new and unique ways.