Ad Explanations
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The document discusses a marketing campaign for Whole Foods consisting of several ads portraying how Whole Foods can enhance people's lives beyond just being a grocery store. One ad shows an artist using Whole Foods products to create a painting. Another discusses how music and food can feed both the mind and body. A third shows the water cooler at an office serving as a social gathering place and source of nourishment from Whole Foods products. The campaign also includes an interactive ad asking customers what feeds them and a television ad showing a couple strengthening their relationship by cooking meals from Whole Foods.
Ad Explanations
- 1. What Feeds You? Painting We wanted the ads to portray Whole Foods in a less obvious light. While Whole Foods is first and foremost a grocery store, it can enhance the lives of its customers in so many other ways. In the Painting ad, the artist’s creative endeavor is made possible with a cup from Whole Foods and paint that was made from Whole Foods fruits and vegetables. Like a chef who will only use ingredients of the highest quality, a painter only wants the best paints for his canvas, thus he turns to Whole Foods. Music Music is such a powerful form of expression that can so deeply feed a person’s mind and soul, just as an almond has valuable benefits for the body. All of these elements work together to form a complete and healthy individual. Water Cooler The water cooler is an important focal point for every office. Not only is it a source of nourishment, but it also serves as meeting point for employees to be social, engage in each other’s lives, and it is a place where people can take a moment for themselves, away from their desks and work. All of these activities contribute to a person’s overall well being, which can only be enhanced with fresh Whole Foods products, like strawberries. Non-Traditional For a non-traditional component, we wanted customers to think about what daily activities feed them, beyond the literal sense of food. This is to help them understand how important it is to be aware of every aspect of a lifestyle, for there is so much that can feed us. Whole Foods website visitors will see an opening screen on the home page that asks them to fill out a mad-lib. The passage will be a short story or couple of sentences where customers will be able to think about activities that fed them and were meaningful. The mad-lib will be submitted and then will be eligible to be printed on cups distributed at Whole Foods stores. This interactive ad will not only encourage customers to think about our message, but it will also create a stronger connection to the brand and a stronger community of Whole Foods customers. Television For the television spot, we wanted to tell a story about a young couple’s relationship, and how it is made better with Whole Foods. Cooking a meal becomes a way for the couple to spend quality time together where they can relate, share, and have fun just being together. The food is merely the reason for being together, and becomes secondary.