4. about whole foods
4Note: Concept creative and execution details subject to change pending programming, production, editorial, legal, and talent
approval. Production costs apply; exact costs pending final creative. Talent costs apply; exact costs TBD pending final creative.
More than 435 stores throughout the U.S., U.K., and Canada
“100 Best Companies to Work For” by FORTUNE magazine for 18 consecutive years
8th largest food and drug store in the U.S.
Committed to:
Selling the highest quality natural and organic products available
Supporting sustainable agriculture
Nourishing and satisfying it’s customers
5. 5
embody Whole Foods’ core values
interested in keeping their family healthy
& happy
do no harm to the environment
support their local communities
target audience
6. campaign
overview
6
Whole Foods’ goal is to change consumer perceptions of
the chain in order to drive more sales over the long term.
To do so, they will clearly show consumers the benefit to
their standards, breaking down the misperceptions
around value, allowing a much larger set of consumers to
feel comfortable shopping with the chain.
Note: Concept creative and execution details subject to change pending programming, production, editorial, legal, and
talent approval. Production costs apply; exact costs pending final creative. Talent costs apply; exact costs TBD pending final
creative.
8. 8
the idea
In 2016, we expect our public transportation to
include leather interior and complimentary
water bottles, all clothes to be made of the
highest quality materials, all TV episodes to be
available online right away.
We hold such high standards for everything
else in life, why not our food? As one of the
critical elements of survival, its time we raised
our expectations.
Note: Concept creative and execution details subject to change pending programming,
production, editorial, legal, and talent approval. Production costs apply; exact costs pending final
creative. Talent costs apply; exact costs TBD pending final creative.
9. concept
9
on-air
digital
social
Secret Guide to Fabulous product and brand integrations
3x :30 custom cobranded vignettes featuring Nicole and Ronnie
4x :60 “Tasty” cooking demo custom cobranded videos using Whole Foods
ingredients
Snapchat Discover ad takeover
Snapchat Discover maze and to-do-list integrations
Note: Concept creative and execution details subject to change pending programming, production, editorial, legal, and talent approval. Production costs apply; exact costs pending final creative.
Talent costs apply; exact costs TBD pending final creative.
10. why nicole
As one of MTV’s comedy icons and
known for her enthusiastic, outlandish
commentary, Nicole is perfect for the
campaign. She’ll represent those with
high standards who have made
luxurious amenities a part of their
daily routine, forgetting to include
their diet in the mix.
10
Note: Concept creative and execution details subject to
change pending programming, production, editorial, legal,
and talent approval. Production costs apply; exact costs
pending final creative. Talent costs apply; exact costs TBD
pending final creative.
11. why ronnie
Ronnie is Logo’s resident food
expert and fine dining master. His
combination of culinary expertise
and impeccable style makes him
the perfect opposite to Nicole,
educating her on the benefits of a
nutritious and high-standard diet.
11
Note: Concept creative and execution details subject to
change pending programming, production, editorial, legal,
and talent approval. Production costs apply; exact costs
pending final creative. Talent costs apply; exact costs TBD
pending final creative.
13. 13
on-air:
secret guide
Integrations in Logo’s Secret Guide to Fabulous
in-show integrations with recipes and pairings
driver to custom video playlist
Note: Concept creative and execution details subject to change
pending programming, production, editorial, legal, and talent approval.
Production costs apply; exact costs pending final creative. Talent costs
apply; exact costs TBD pending final creative.
14. on-air
14
custom vignettes
3x :30 custom vignettes featuring Nicole and Ronnie
Using the tagline, “are you hungry for better?”
Uber and public transportation standards
TV streaming standards
Clothing quality standards
Note: Concept creative and execution details subject to change pending programming, production, editorial, legal, and
talent approval. Production costs apply; exact costs pending final creative. Talent costs apply; exact costs TBD pending final
creative.
16. digital
16
4x :60 custom Tasty-style videos featuring
Ronnie and recipes for food we spend money
on in restaurants because of their “quality,” but
when homemade, are better for you and taste
just as delicious
homemade granola bars, acai bowls,
avocado toast, sangria with fresh fruit
tasty videos
Note: Concept creative and execution details subject to
change pending programming, production, editorial, legal,
and talent approval. Production costs apply; exact costs
pending final creative. Talent costs apply; exact costs TBD
pending final creative.
18. 18
social
Total Snapchat Discover takeover
ad takeover
integrations for maze graphic
integrations for to-do-list graphic
snapchat
Note: Concept creative and execution details subject to change pending programming, production, editorial, legal, and
talent approval. Production costs apply; exact costs pending final creative. Talent costs apply; exact costs TBD pending final
creative.
