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.