The anti-gun rights group that went after Starbucks and Target is at it again. But this time, they’re taking a different approach and going after a store you probably go to multiple times a week.

The group Moms Demand Action for Gun Sense in America has launched a new ad campaign against Kroger. They are a series of print ads showing how Kroger allows people to carry guns openly in the store, but not a kid eating an ice cream cone. Group founder Shannon Watts told KTRH it's not as over the top as you'd think.

“What’s over the top is that Kroger would allow someone who may not have had a background check, who may not have had training, and who may have a criminal record, to carry a loaded assault rifle in their stores,” Watts said. “When you see it is when it becomes real and shocking. Many women look at these images and think that isn’t what they want for their families.”

So why go after Kroger?

“Moms make over 80% of the spending decisions. We’re looking at where they shop and where they take their families,” Watts explained. “We have to use our voices, our votes and our wallets to really affect gun policy in this country. This is one way we can do that.”

The group has spent $100 thousand on the ad campaign and Watts says these ads are only the first step. Kroger hasn't responded to the ads, and says they defer to state and local laws on open carry.