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Whole Foods Market(R) Launches First-Ever National Brand Campaign

Business Wire
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Whole Foods Market (NASDAQ:WFM) launches its first national brand campaign today to highlight its groundbreaking 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 will demonstrate the values of “America’s Healthiest Grocery Store.”

A print ad in Whole Foods Market's first national brand campaign highlights the retailer's new

A print ad in Whole Foods Market’s first national brand campaign highlights the retailer’s new “Responsibly Grown” produce standards. (Graphic: Business Wire)

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 Company.

“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.”

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. This manifesto appears throughout the campaign:

Values Matter

We are hungrier for better than we ever realized.
We want to know where our food comes from.
We care what happens to it along the way.
We want to trust our sources.
We want people, and animals, and the places our food comes from to be treated fairly.
The time is ripe to champion the way food is grown,
and raised,
and caught…
So it’s good for us…
and for the greater good too.
This is where it all comes to fruition…
Where values matter.

The company partnered with New York-based Partners & Spade to develop the creative approach. Headlines such as “The Highest Standards Weren’t Available, So We Created Them,” tout Whole Foods Market’s milestones in developing its signature standards and ratings programs. Sustainable seafood standards, animal welfare ratings, and its new “Responsibly Grown” produce ratings program are the topics of authentic, documentary-style TV spots that were directed by notable commercial filmmaker Gerard de Thame and feature supplier partners -including farmers, ranchers and fishermen- along with Whole Foods Market customers and team members.

“We believe Whole Foods Market has raised the level of food consciousness more than any other retailer, and it is certainly one of the most genuine, transparent companies out there,” said Anthony Sperduti, co-founder and creative director at Partners & Spade. “Helping craft Whole Foods Market’s first national conversation about its philosophy and vision has been some of our team’s most meaningful work because it’s bigger than just commerce: it’s a wake-up call for how to treat ourselves, each other and the planet.”

Austin-based GSD&M was selected as the partner to handle media strategy and placement, which includes spots during prime time television shows including “Modern Family,” “Scandal” and “The Voice,” and on late night favorites such as “The Tonight Show Starring Jimmy Fallon,” “Jimmy Kimmel Live,” and “Saturday Night Live.” Ads will also appear in business, food, health, and lifestyle outlets, both print and digital.

Whole Foods Market has been recognized by many organizations over the years for its work in creating industry-leading standards. For example, Greenpeace ranked it as the No. 1 retailer for seafood sustainability, the Campaign for Safe Cosmetics named it the leading national retailer for personal care product safety, and Ethisphere chose it as one of the world’s most ethical companies. Additionally, the company was the first certified organic national grocer 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. The company invites consumers to visit the new site and take a brief survey called “What Do You Value?” to share what matters most to them. By ranking a list of categories including healthy food, animal welfare, supporting local farms and producers, responsibly grown produce and sustainable seafood, participants will help shape the company’s future community-giving days, store experiences and product offerings.

Reporter and editor’s note:

Creative assets and additional information can be found at http://media.wholefoodsmarket.com/press/values-matter-brand-campaign.

About Whole Foods Market(R)

Founded in 1980 in Austin, Texas, Whole Foods Market (wholefoodsmarket.com, NASDAQ: WFM), is the leading natural and organic food retailer. As America’s first national certified organic grocer, Whole Foods Market was named “America’s Healthiest Grocery Store” by Health magazine. The company’s motto, “Whole Foods, Whole People, Whole Planet(R)” captures its mission to ensure customer satisfaction and health, Team Member excellence and happiness, enhanced shareholder value, community support and environmental improvement. Thanks to the company’s more than 85,000 Team Members, Whole Foods Market has been ranked as one of the “100 Best Companies to Work For” in America by FORTUNE magazine for 17 consecutive years. In fiscal year 2013, the company had sales of $13 billion and currently has 399 stores in the U.S., Canada and the U.K. Across Whole Foods Market’s more than 800 social media channels, the brand posts roughly 1,000 messages per day, reaching more than 7 million followers on Facebook and Twitter combined.

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