whole foods market — the best, 365 days a year.

the brand

founded in 1980 in austin, texas, whole foods market is a fortune 500 company and the largest natural and organic foods retailer. whole foods market has over 185 stores in the united states, canada and the united kingdom -- and growing.

the question

because whole foods market is such a special place, many assume it to be a “specialty store”. how then do you follow up on the success of the “value” campaign by converting “specialty shoppers” into grocery shoppers and potential customers into regular shoppers?

the target

current and potential customers.

the answer

enlighten audiences about whole foods’ affordable and extensive 365 everyday value™ private label and encourage current shoppers to branch out from the much-beloved periphery of the store and explore the “grocery” aisles.

the tools

how to showcase quality and affordability? one quality, affordable product at a time.

we ran 36 different product ads over 12 weeks, each complete with a great price point and healthy serving of tongue in cheek. to reinforce these everyday products, we used everyday media like new york commuter papers, new jersey dailies, transit station, bus and “wild” posters, and in-store banners.

the rewards

since the campaign’s roll-out, customer traffic is up and the watsons/whole foods partnership’s been busy putting finishing touches on campaign ‘08. whet your appetite? excellent.