What’s the news?
Whole Foods Market is launching its first-ever national advertising campaign to highlight its groundbreaking quality standards, healthy offerings and key milestones as a pioneer in the natural and organic food industry. Not everyone knows what makes us different from other grocers or the fact that no other retailer has standards as demanding or as transparent as ours. This campaign is our opportunity to raise additional awareness about our unwavering commitments and our core values, which are at the heart of our brand.
As we continue to grow and enter new markets, it’s time to further define and communicate what it means to be “America’s Healthiest Grocery Store.” We can better inform shoppers and continue driving change by sharing our quality standards and innovations that we’ve spent more than 35 years creating. We believe this launch is laying a foundation for long-term story telling about what sets us apart in the marketplace.
What’s the overall theme of the campaign, and who are you trying to reach?
Through authentic, documentary-style television spots and print and digital advertisements, the campaign carries the theme “Values Matter” to explain where Whole Foods Market’s products come from and the values behind them. The creative focuses on Whole Foods Market’s sustainable seafood standards, animal welfare ratings and our new “Responsibly Grown” ratings program for produce. The TV ads feature farmers, ranchers and fishermen who supply us with products, along with Whole Foods Market team members. The campaign targets men and women age 25-49.
What is the timing of the campaign, and where will it be seen?
It kicks off on Oct. 20 and runs through winter 2015. The ads will appear on national television, print and digital outlets, as well as in outdoor activations in New York and our hometown of Austin, Texas. Key television placements include ABC, CBS, CNBC and NBC. A sampling of print publications includes Bloomberg Businessweek, Fast Company, Fine Cooking, Lucky Peach, Men’s Health, Real Simple, Rolling Stone, Saveur, Self, The New York Times, The Wall Street Journal and Wired, among others.
Is there a way for consumers to participate in this campaign?
Yes, the most valuable part of this effort is starting a two-way conversation. At wfm.com/valuesmatter, visitors can find interactive ways to explore—and respond to—what drives Whole Foods Market, our team members and our partners. Most importantly, we want to hear from shoppers with a survey called “What do you value?” By measuring people’s priorities, such as sustainable seafood or supporting local farms, the results will help Whole Foods Market shape local community giving days, decide on new locations and improve store offerings. Through direct connections and robust content, we can help people make personally meaningful choices. Whether people shop at Whole Foods Market for the great selection, the unique atmosphere…or the free samples, let’s talk about how your little, everyday choices can have big impacts.
Who created the campaign?
Whole Foods Market joined forces with New York-based creative agency Partners & Spade to develop the creative approach, and Austin-based GSD&M was selected as the media buying agency. The TV ads were directed by notable commercial filmmaker Gerard de Thame.