the watsons

the work.

whole foods market


we painted the town whole foods green with disruptive, relatable messaging, as pure and honest as the brand’s offerings.  with short, quippy lines that were quick and easy to read, we drove our messaging home to even the busiest passersby. we made them smile, we made them think, and most of all, we reminded them what value really means. 

using urban/suburban streets as our landscape (including a times square takeover), we created billboards, in-store signage, and train posters — reaching people where they live, eat, and shop. 

the stunning green design jumped off of every medium, creating a look that was both conspicuous and beautiful. and the tagline summed up every message with a call to action: Shop like you deserve it. 


the watsons covered sidewalks with bio-friendly stenciling for new yorkers who had a penchant for looking down. and we branded pedicabs — giving shoppers who spent over $50 on groceries free rides home. we also ran the campaign on food blogs and NYC-centric sites.

the results?  the whole foods’ tribeca store experienced the brand’s biggest opening, messaging was adopted by other stores in the mid-atlantic region, they received press coverage for the campaign and pedi-cabs, and there was an increase in basket size among all existing stores in the region.


the watsons reached into our bag of tricks for something special, and as it turned out, the bag was all we needed. slice of life value messages, appearing on the shopping bags of actual satisfied shoppers, transformed them into human billboards. and let’s face it, there’s no better proof of whole foods’ promise than a person with a bag full of groceries, carrying our messaging all over town. we also created an OOH strategy that reached our audiences in new jersey and manhattan.


to raise the profile of whole foods’ holiday prepared foods, the watsons created a campaign for the northeast region that included out of home, digital, and print in Time Out New York. the message? we’ll do the cooking. you take the credit.