Whole Foods Campaign Celebrates Tropical Flavors
What’s new: Whole Foods Market ran an "Explore the Tropics" campaign in April to spotlight island-inspired dishes.
What we saw: The retailer promoted the effort throughout the store, with stanchion signs, header cards, banners and violators encouraging shoppers to "discover fresh flavors and juicy finds."
A lobby display grouped together case stacks of Artisan Tropic chips and Waterloo sparkling water with a refrigerated display stocking fresh coconuts and tamarinds and Cocobear Organic coconut water.
Whole Foods positioned a stanchion sign near dragonfruit and mangos, and "Explore the Tropics" headers were placed on coolers stocking cut pineapple, private label Pine Manor chicken and Kraft Heinz’s Primal Kitchen Hawaiian-style barbecue sauce.
Additional support: A promotional page within WholeFoodsMarket.com hosts brand agnostic recipes and a guide to tropical fruits. It encourages consumers to "indulge in tropical sweets and fruity sips," spotlighting prepared foods like guava lattice pastry and coconut lime tea bread along with SKUs from Beyond Good, Mademoiselle Desserts, Flying Embers and Jiant.
A film shared across Facebook, TikTok and Instagram touted the return of the retailer’s mango yuzu chantilly cake as "a tropical getaway."
More context: Whole Foods previously ran the Explore the Tropics campaign in 2023 and 2024. Last year's effort also showcased plants in the retailer's floral department as providing "tropical vibes."
- 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.
