Whole Foods Makes Shoppers Whole
Whole Foods is spotlighting its wide array of products and services with a cheeky "Whatever Makes You Whole" campaign.
Created by El Segundo, CA-based MullenLowe — which was named Whole Foods' creative agency of record in October 2017 — the effort is the first major advertising push for Whole Foods since it was acquired by Amazon. Activity kicked off in stores, with rack, ceiling and framed signs positioning the retailer as a place for people with a passion for food.
A series of 15- and 30-second TV and radio spots launched on Feb. 5, and Whole Foods shared the ads on its Facebook page and YouTube channel. (See video below.) The Whatever Makes You Whole message also appears in display ads running on the websites of publications such as Conde Nast's Self and a leaderboard ad on wholefoodsmarket.com. MediaCom handled the media buys.
The retailer also is running a #MakesMeWhole sweepstakes awarding one winner with groceries for a year in the form of $4,940 worth of store gift cards. Consumers enter from Feb. 5-28 by sharing a picture of "their food obsession of the moment" on Twitter or Instagram using the hashtags #makesmewhole and #sweepstakesentry. Some of the Instagram images appear on a campaign microsite (makesmewhole.wholefoodsmarket.com).
Whole Foods enlisted Tabitha Brown — whose Dec. 30 Facebook video showing her reaction to trying a vegan version of a BLT from a Whole Foods in Santa Monica, CA, went viral — to introduce the sweeps with a Feb. 5 Facebook video. An ad in a Feb. 15 email supported.