whole foods market — shop like you deserve it.

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

after partnering with whole foods market to debunk the ‘pricey specialty store’ myth and inform the masses about their exceptional everyday value, it was time to showcase the brand’s great diversity of goodness.

the target

new yorkers, new jerseyans and nutmeggers (connecticut folk).

the answer

take the brand to the streets.

the tools

first, a primary research strategy that taught us among other things, that where the environment is concerned, different regions are different shades of green.

using the urban/suburban landscape as our palette, we used city and suburban streets (and about a dozen other places, including billboards, in-store signage, train posters and pedicabs) to reach people where they live – and shop.

and to reach audiences as diverse as the products brought to market, we created an arsenal of one liners that are at once quippy, informative and enlightening.

and it all began with a tagline: 

shop like you deserve it.™