Whole Foods Campaign Celebrates the Flavors of Latin America
What’s new: Whole Foods Market ran a “Flavors of Latin America” campaign in March to spotlight ingredients used in street food-inspired dishes.
What we saw: The effort was promoted throughout stores, with stanchion, counter and digital signs positioned in the meat, fish and prepared foods departments encouraging shoppers to “explore vibrant ingredients and zesty finds” through March 25. “Flavors of Latin America” signs appeared on an endcap stocking products from Somos Foods, Craize Snacks, Sofrito Foods’ Fillo’s and PepsiCo’s Siete. Siete chips and cookies were also stocked on pallet displays and floorstands.
A refrigerated display grouped together products that could be combined in recipes such as Siete lemon pepper fajita seasoning, Kraft Heinz’s Primal Kitchen avocado lime sauce, Jalapa Jar salsa and private label 365 by Whole Foods Market cotija cheese. An endcap used shelf blockers to plug Ya Oaxaca salsas as “time-honored Mexican flavors” and Loisa sauces as “high-quality Latin American essentials.”
Additional support: Whole Foods plugged the campaign on Facebook and Instagram. A promotional page within WholeFoodsMarket.com highlighted private label prepared and packaged foods along with SKUs from brands including Tucson Tamale, A Dozen Cousins and De la Calle. The page also hosted brand-agnostic recipes for dishes including sheet pan fajitas and corn arepas.
More context: Whole Foods ran a similar campaign from Feb. 26 to March 11 spotlighting Mediterranean cuisine.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
