Whole Foods

What they asked us to do ...

When Whole Foods Market (WFM) set out to introduce its organic and natural baby/mother products to media located close to its 170 plus U.S. stores, they tasked us with elevating the profile of WFM baby products and educating expecting moms on the importance of fueling the body with the right foods during and after pregnancy.
 

What we did ...

We developed and launched the national Whole Baby campaign to communicate that WFM has not only provided a safe haven for health-conscious families for 25 years, but also has a new Whole Baby program designed to empower expectant moms with information and access to products that can nurture a growing family’s health. The campaign included a strategic partnership with Mothering magazine, a five-city expert lecture tour, a national expectant mother survey focused on natural and organic foods, 250,000 childbirth educator reusable sample bags with WFM vendor samples, and a coupon/education booklet that was available in every store and sample bag.
 

Our results ...

The lecture tour directly touched nearly 500 new and expectant mothers in Austin, New York, Philadelphia, Atlanta and Chicago.  250,000 expectant mothers also received Whole Baby sample kits. The tour, survey results and Whole Baby program garnered national coverage, setting WFM up as a leader in the trend marketing to “Yoga Moms,” as cited in publications, including USA Today and BusinessWeek.

That’s Not All
In addition, we urged WFM to “translate and capture” the Whole Baby program in video form post campaign execution. The result was a 30-minute Whole Baby video appearing in all WFM stores and a permanent feature on the Whole Baby section of the company’s website. The video focuses on pregnancy’s “Ten Power Foods” and teaches pregnant and lactating women how to shop and cook during the childbearing years. Our adept approach to digital media for Whole Baby also led to their production of WFM’s first audiocasts. Produced as part of our work on WFM’s seasonal “Natural and Organic Meat” campaign, once released it became the number one food podcast on iTunes – ahead of Bon Appetit and NPR – and the number 34 podcast overall.