Whole Foods Market has launched its first national brand campaign to highlight its quality standards, healthy offerings and key milestones as a pioneer in the natural and organic food industry. By communicating the company’s deeper purpose and its history of celebrating food and the people who produce it, the multichannel advertising initiative is intended to demonstrate the values of “America’s Healthiest Grocery Store,” according to the company.
At the helm of the new campaign is seasoned marketing leader Jeannine D’Addario, Whole Foods Market’s new global vice president of communications. She joined Whole Foods Market in August from Stanford Children’s Health, where she served as vice president and chief marketing officer. D’Addario also previously served as vice president of marketing for infant, toddler and preschool brands at the Walt Disney Co.
“Whole Foods Market has been subtly telling our story for decades, and now is the time to overtly communicate what we’ve spent more than 35 years creating as change agents in the food world,” D’Addario said in a press release. “We are excited to share our stories, and to have deeper conversations with our customers so they can make meaningful choices about what they decide to buy and support.”
“We founded Whole Foods Market as a group of young people who had a deep sense of purpose and a mission to make a difference," John Mackey, co-chief executive officer and co-founder, said in the release. "It came from a very visceral desire to offer natural, organic and healthy, fresh food with a clear set of standards. We had no idea then the difference it could make. Now, 35 years later we are ‘Americas Healthiest Grocery Store’ and we’re excited to demonstrate that with this first-ever national ad campaign and with the work we do in our local and global communities.”
Using the theme “Values Matter” primarily in television, print and digital advertisements, Whole Foods Market will explain the origin and impact of its products and the standards behind them.
The company's new “Responsibly Grown” produce ratings program is a topic of an authentic, documentary-style TV spot that will feature supplier partners, including farmers, along with Whole Foods Market customers and team members.
Whole Foods Market has been recognized by many organizations over the years for its work in creating industry-leading standards. For example, the company was among the first certified organic national grocers in the United States and was the only retailer named “America’s Healthiest Grocery Store” by Health magazine.
“Not everyone knows what makes Whole Foods Market different from other grocers, or the fact that no other retailer has standards as demanding or as transparent as ours,” D’Addario said. “This campaign will distinguish what makes our brand special, our food different and our quality superior. It’s our opportunity to reaffirm our unwavering commitments to our core values, which are at the heart of our brand.”
To complement the campaign launch, Whole Foods Market created wfm.com/valuesmatter to present visitors with more transparency and information through videos, supplier partner stories, product profiles and team member testimonials.