The country's largest organic and natural foods chain, Whole Foods, is running its first national marketing campaign. The push now appearing on billboards, magazines, on TV and online marks a major departure for a company long focused on regional marketing.
The strategy is being led by Jeannine D'Addario, VP-communications, who came to Whole Foods in August, and its goal is to make the Whole Foods brand stand out among increasing competition in the organic market. The ads carry the tagline "Values Matter" and feature images of livestock and farms bathed in golden light. They were designed by Partners & Spade, which has created campaigns for Warby Parker, Target and AOL.
The push aims to make the $14.2 billion chain's name synonymous with humanely and sustainably grown food and fair labor practices. The company is already known for its food and high prices, but the organic goods it sells are close to becoming ubiquitous at supermarket chains and corner grocers. Whole Foods hopes that if customers define themselves by what they buy, they will want to shop at its store.
"What we've asked [our ad agency] to do is tell everybody what's different, what we value, the standards that we've established that are higher than anyone else's," Ms. D'Addario told Bloomberg TV. "Consumers are really hungry to learn about where their food comes from and how it's sourced."
When looking to buy organic produce and pantry items, shoppers have a lot of places to choose from. Three out of four conventional grocery stores carry organic goods, according to a 2014 U.S. Department of Agriculture study.