Whole Foods Stirs Up an Exclusive for Back-to-School Lunches
Whole Foods Market is positioning its exclusive Foodstirs baking mix brand as a component for back-to-school lunches.
Actress Sarah Michelle Gellar, the brand's co-founder, joined founder of recipe website Weelicious, Caroline McCord, in an Aug. 16 live Facebook video that offered tips for packing a nutritious school lunch using Foodstirs. An ad in an Aug. 16 email and Aug. 15 updates posted on Facebook and Twitter linked to a post from Gellar on makesmewhole.wholefoodsmarket.com, a cooking-focused microsite launched this month as an extension of the retailer's "Whatever Makes You Whole Campaign." An abbreviated version of the post appears in the retailer's Aug. 15 mailer. A home page display ad on wholefoodsmarket.com promotes the brand, which is on sale for $3.99 from Aug. 15-28.
In other seasonal activity, the retailer also used the Aug. 15 mailer to offer suggestions for school-day breakfast, lunch and snacks using brands including private label 365 Everyday Value, Applegate Farms' flagship and General Mills' Annie's.