Whole Foods Market launches first-ever national advertising campaign

Austin, Texas --Whole Food Market on Monday launched its first national brand campaign, a multichannel advertising initiative. The effort is spearheaded by seasoned marketing veteran Jeannine D’Addario, Whole Foods’ new global VP of communications.



“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 will explain the origin and impact of its products and the standards behind them.



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.



Spots will appear 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 with print and digital offerings.