whole foods market — what makes you whole?

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

since the magic of this brand is its people, how do we help recruit more of that rare talent to support the substantial expansion in the region, while conveying all those intangibles that make this such a special place to work?

the answer

as always, put your best assets forward.

the target

people living in the north atlantic region with a passion for great food, service and opportunity.

the tools

first, a tagline. one that incites the audience to consider what they want in their jobs, careers and lives. and that reflects the brand’s unique interest in the quality of life of its people:

what makes you whole?™

then, a suite of materials with consistent design and message. at the center is a brochure that features first-person mini bios of employees from different places, experiences and walks of life. not only do these give us a rare insight into each person featured -- but we come to understand the environment and culture, as well. we also developed ads, posters, a display booth, referral cards, internal communications templates and we’re poised for more.

the icing

the strategy, which is hot off the presses, was presented at a national tms (team member services) meeting to rave reviews and is being implemented by other regions.