Whole Foods (NASDAQ:WFM) launched its first national brand campaign today to highlight its quality standards, healthy offerings and its milestones as a pioneer in the natural and organic food industry. The ads are part of a larger campaign as the retailer tries to change its image—often given the nickname "Whole Paycheck"—and starts offering more competitive pricing as it vies to compete with the many larger, cheaper retailers now offering health foods.
The ad campaign aims to communicate the retailer's deeper purpose and its history of celebrating food through a multichannel initiative. The theme "values matter" will carry across TV, print and digital ads.
To complement the campaign, Whole Foods has created a website dedicated to offering transparency and information through videos, supplier partner stories, product profiles and team member testimonials.
The campaign is led by Jeannine D'Addario, Whole Foods' new global VP of communications. She joined Whole Foods in August from Stanford Children's Health, where she served as VP and chief marketing officer. The site also includes a "What do you value?" survey, which will help shape the company's future community-giving days, store experiences and product offerings.
"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. "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."
Earlier this month, the retailer announced a price cut on 400 items in five Austin stores. Whole Foods also recently launched its first customer loyalty program in its Princeton, New Jersey, store.
-See this Whole Foods press release
Whole Foods looks to streamline business processes, increase efficiency
What the Square-Whole Foods deal really means
Whole Foods confirms plan to buy 7 former Dominick's stores in Chicago
Whole Foods commits $25 million to local businesses, opens wellness center in Detroit
Trader Joe's, Whole Foods, Walgreens recall 90 tons of food linked to E. Coli