Whole Foods Market, a well-known pioneer in the natural and organic food sector, launched its first-ever national brand campaign, “Values Matter,” back in October 2014. This comprehensive advertising initiative aimed to underscore the grocery chain’s unwavering commitment to groundbreaking quality standards, diverse healthy food offerings, and significant milestones achieved throughout its history. This Whole Foods Ad campaign was designed to communicate the deeper purpose of the company and its long-standing tradition of celebrating both food and the dedicated individuals who produce it, reinforcing its position as “America’s Healthiest Grocery Store.”
Spearheading this significant marketing endeavor was Jeannine D’Addario, the newly appointed Global Vice President of Communications for Whole Foods Market. D’Addario, bringing a wealth of experience from her previous roles at Stanford Children’s Health and The Walt Disney Company, joined Whole Foods Market in August and was instrumental in shaping and launching this campaign.
D’Addario emphasized the timing and necessity of this campaign, stating, “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.” She further added, “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.” This whole foods ad initiative marks a pivotal shift towards more direct and transparent communication with consumers.
The “Values Matter” theme was brought to life across various media platforms, including television, print, and digital advertisements. The campaign focused on elucidating the origin and impact of Whole Foods Market’s products, along with the rigorous standards underpinning them. A central manifesto, “Values Matter,” was woven throughout the campaign, articulating the evolving consumer consciousness around food sourcing, production, and ethical considerations. This manifesto emphasized the desire for transparency, trust in sources, and fair treatment of people, animals, and the environment involved in food production.
To bring this creative vision to fruition, Whole Foods Market collaborated with New York-based agency Partners & Spade. The agency developed compelling headlines, such as “The Highest Standards Weren’t Available, So We Created Them,” to effectively communicate Whole Foods Market’s pioneering role in establishing its signature standards and rating programs. The whole foods ad campaign highlighted specific programs like sustainable seafood standards, animal welfare ratings, and the innovative “Responsibly Grown” produce rating system. Authentic, documentary-style television spots, directed by Gerard de Thame, were a key component, featuring supplier partners – including farmers, ranchers, and fishermen – alongside Whole Foods Market customers and team members, adding a layer of genuine storytelling to the advertising.
Anthony Sperduti, co-founder and creative director at Partners & Spade, highlighted the broader impact of the campaign, stating, “We believe Whole Foods Market has raised the level of food consciousness more than any other retailer, and it is certainly one of the most genuine, transparent companies out there.” He further noted the meaningful nature of this project, emphasizing its potential to be “a wake-up call for how to treat ourselves, each other and the planet,” positioning the whole foods ad campaign beyond mere commerce.
Media strategy and placement were handled by Austin-based agency GSD&M. The campaign secured prime-time television slots on popular shows like “Modern Family,” “Scandal,” and “The Voice,” as well as late-night programs such as “The Tonight Show Starring Jimmy Fallon,” “Jimmy Kimmel Live,” and “Saturday Night Live.” Strategic placements also included broadcasts during major sporting events like the World Series and NFL football. Furthermore, the whole foods ad campaign extended its reach through print and digital outlets focusing on business, food, health, and lifestyle, ensuring a wide and diverse audience exposure.
Whole Foods Market “Values Matter” television ad still focusing on sustainable seafood practices.
Whole Foods Market’s dedication to setting industry-leading standards has been consistently recognized by numerous organizations. Greenpeace, for instance, ranked Whole Foods Market as the No. 1 retailer for seafood sustainability. The Campaign for Safe Cosmetics acknowledged them as the leading national retailer for personal care product safety. Ethisphere Institute recognized Whole Foods Market as one of the world’s most ethical companies. Adding to these accolades, Whole Foods Market was the first certified organic national grocer in the United States and was distinguished as “America’s Healthiest Grocery Store” by Health magazine. These recognitions served as powerful endorsements within the whole foods ad campaign, reinforcing their claims of quality and ethical practices.
Print advertisement from the Whole Foods Market “Values Matter” campaign, showcasing their Responsibly Grown produce rating system.
D’Addario reiterated the core objective of the campaign: “Not everyone knows what makes Whole Foods Market different from other grocers, or the fact that no other retailer has standards as demanding or as transparent as ours.” She emphasized that this whole foods ad campaign was crucial to “distinguish what makes our brand special, our food different and our quality superior” and to “reaffirm our unwavering commitments to our core values, which are at the heart of our brand.”
To further engage consumers and provide deeper transparency, Whole Foods Market launched a dedicated website, wfm.com/valuesmatter. This online platform offered visitors access to videos, supplier partner stories, product profiles, and team member testimonials, enriching the narrative presented in the whole foods ad campaign. The company also invited consumers to participate in an interactive survey, “What Do You Value?,” to gather insights into customer values related to healthy food, animal welfare, local farming, responsible produce, and sustainable seafood. The feedback from this survey was intended to shape future community-giving initiatives, in-store experiences, and product offerings, demonstrating a commitment to customer-centric values.
Screenshot of the Whole Foods Market “Values Matter” campaign website, designed to provide more in-depth information to consumers.
In conclusion, the “Values Matter” whole foods ad campaign represented a significant milestone for Whole Foods Market. It successfully communicated the brand’s core values, highlighted its industry-leading standards, and engaged consumers in a conversation about the importance of ethical and quality food choices. By emphasizing transparency, supplier partnerships, and a commitment to higher standards, the campaign reinforced Whole Foods Market’s position as a leader in the natural and organic food industry and “America’s Healthiest Grocery Store.”
