Whole Foods
Role: AD CW: Heather Gaskell
This campaign aims to position Whole Foods as a brand where all customers feel encouraged to explore new products, even if they have little to no knowledge of wine, cheese, and other specialty foods. It doesn’t matter if they’re throwing a swanky dinner party or party for one, customers can feel welcomed and encouraged to ask for recommendations from a team of food experts and discover new products they won’t find anywhere else. Primary Audience: Millennials, ages 30-35
Social: Our messaging works to follow Whole Food’s fun, open-minded, and light-hearted brand voice featured in stores and on social media. Following their current style of bright, vibrant food photography, we opted to create an animated carousel for Instagram advertising.
Broadcast (Podcast Ad Read)
Research tells us that our target market typically listens to podcasts for entertainment or to gain information on the news, culture, and business. Podcast ad reads provide an untapped opportunity for Whole Foods, and with overlapping audiences, The Endless Honeymoon Podcast is a fitting choice for our campaign. The Endless Honeymoon Podcast is hosted by Natasha Leggero and Moshe Kasher, two married comedians who use their relationship experience to give love advice to their listeners.
Moshe: Hey Tash?
Natasha: Yeah Moshe?
Moshe: Have you ever been looking to grab wine at the store and get overwhelmed by all of the choices?
Natasha: Of course. I don’t know much about wine, so I feel like I only stick to a few chardonnay brands.
Moshe: I think a lot of us are in the same boat. We all want to be introduced to great wine, but once we enter the store we become overwhelmed by all of the brands, panic, and immediately purchase a bottle of the brand you always buy. Thankfully our friends at Whole Foods want to help you put an end to your wine worries with their team of experts, who can help you find your next favorite wine and even give you a sample for you to try in-store. They have dozens of brands of reds, whites, and rosés. Plus you can even grab everything you need for a wine night with artisanal cheeses and chocolate.
Natasha: Ahh now I’m craving wine and cheese. Anyways, we visited our local Whole Foods and met with their store’s sommelier, Naomi and told her about some of the wines we drink and what we were looking for and she came back with three, yes three bottles of red that we had never tried before and even some cheeses that would pair well with each bottle. And spoiler alert: everything was delicious. So seriously guys if you are planning a wine night, a date, or just want to have a glass to yourself after a long week, just head to whole foods and let them introduce you to your next favorite wine.
Moshe: And for 10% off your next wine at Whole Foods use code “Honeymoon” either online or in person. Shop online or go to WholeFoods.com/stores to find a store near you.