AUSTIN, TX - Between Hunter Pence's two-run home run and Madison Bumgarner's gem, Whole Foods hit a postseason milestone of its own during Game 1 of the World Series, launching its first national advertising campaign. In case you're not a baseball fan, I recommend checking the commercial out for yourself in the video below:
The ad is a significant departure from Whole Foods' traditional marketing strategies, which have for years eschewed national advertising in favor of word of mouth and local outreach in order to grow its brand. As long as Whole Foods enjoyed little competition in the organics market in the United States, such methods were fine, but WGBH News notes how Wal-Mart's excursion into the organics department has forced the company to reassess this strategy.
According to the Washington Post, Whole Foods says that it plans on spending $15-$20 million on its “Value Matters” advertising campaign. The advertisements were designed to capitalize on the growing body of customers who value the way their food was grown just as much as how good it tastes.
“They care about themselves, our planet; they want to trust their [food] sources; they’re seeking information to make meaningful choices,” shared Jeannine D’Addario, Global Vice President for Communications for Whole Foods, in the Washington Post.
"There's no question that people are increasingly moving to use their dollars for political, social, ethical, [and] humanitarian [purposes],” added Harvard Business School historian Nancy Koehn on Boston Public Radio when asked to comment on this consumer trend. "We will use our wallets in a way that we know commands attention."
Whole Foods likely hopes that these customers will use their wallets at its stores if it can successfully share its story with them, fostering a connection between customers and the farmers and ranchers who raise their food. That aim strikes at the heart of the Value Matters campaign.
The same could be said of Whole Foods' new produce ranking system which rolled out earlier this month. The key is more information, more story, more answers to the “why this” question behind the purchase decision. With these initiatives Whole Foods is seeking to tell the story of its food, to show where it comes from and why the customer would want to be a part of that story.
If Whole Foods can do this successfully, the hope is that it will be able to cement its standing and customer base in the organics market even with the approach of Wal-Mart.
Stay tuned to AndNowUKnow for any future updates on Whole Foods and the evolution of the organics market.
