whole foods market — more of the good stuff.

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

how do you combat the misperception that whole foods market is over-priced?

the target

current and potential customers.

the answer

create an education campaign that lets people know exactly what it is they’re paying for.

the tools

first, a tagline that speaks to the brand’s high standards, while both acknowledging and dispelling the price misconceptions:

more of the good stuff. for less than you think. ™

then, a ten-ad, ten-week campaign in the regional city section of the new york times featuring ten different products and showcasing not only price, but the unrivaled quality standards relevant to each product, and/or department.

the rewards

the campaign incited a price comparison by the ny times, along with a very flattering feature on the campaign itself. the article revealed that in all categories, whole foods market was indeed priced the same, or less than competitive stores (but no one can touch their quality!).