The gun control group that took credit for Target’s ban on firearms in stores earlier this year is now launching a nationwide ad campaign taking on the country’s largest supermarket chain.

The Michael Bloomberg-backed group Moms Demand Action for Gun Sense plans today to begin rollout out a series of ads attacking the Cincinnati-based grocery chain Kroger, the nation’s second largest retailer behind Walmart, for its gun policies in stores.

The group wants Kroger to adopt a policy asking customers to refrain from carrying firearms openly in stores. Currently the company allows shoppers to openly carry guns, in accordance with state and local law.

The ads depict Kroger customers carrying rifles standing next to customers holding harmless yet prohibited items such as ice cream or skateboards.

The group plans to run the ads in outlets such as the USA Today, the Cincinnati Enquirer, and on a billboard in Cincinnati.

In late August, Moms Demand Action created an online petition against Kroger and also urged a boycott of the chain during weekends, the Christian Science Monitor reported.

“Our long-standing policy on this issue is to follow state and local laws and to ask customers to be respectful of others while shopping,” Kroger said in a statement.

In July, Moms Demand Action took credit for forcing retail giant Target to issue a gun ban after a concentrated campaign of protests and petitions.

See the ads below: