We've sent an email with instructions to create a new password. Your existing password has not been changed.
Building a natural brand with grassroots marketing. PLAY VIDEO Challenge As Whole Foods Market expanded throughout the Southern Pacific region, distinguishing the brand from local co-ops and competing health food chains was becoming increasingly difficult. Insight Instead of flooding the airwaves like every other grocer, we concluded a subtler, more organic approach would be the most successful. We used PR, events and social media to help Whole Foods earn its way into the region’s communities. Results Whole Foods Market owns a unique space in the grocery industry. Organic and upscale. Humane and gourmet. Culturally hip and socially just. We’re proud that our work behind the scenes has helped them become the force they are today. 1M+ Impressions Record First Day Store Sales Record Grand Opening Attendance Growing Awareness Organically Our analysis showed that grassroots public relations would be far more effective than advertising, especially at attracting customers who identified with the Whole Food Market’s approach to farming, food, and socially just business practices. Teaching, Sharing, Celebrating Whole Foods Market is more than bulk bins and organic veggies. It’s about quality, flavor and healthier ways of living. We helped them use local PR to connect the dots between local farmers and seasonal food, animal welfare and human health, eating well and doing good. Locally Grown Communities We helped Whole Foods Market turn grand openings into civic events by organizing carnivals and opening parties that raised money for local nonprofits and community organizations. Of course, we earned media coverage, but the most important thing we earned was an authentic, positive relationship between each new store and its community. Authentic Advertising We kept their paid media hyper local and fresh—just like their stores. We blended recipes with wit to bring the Whole Foods Market experience to life and made price-driven promotional ads vibrant and fun. Planting Seeds in Social Paid and organic social media complemented every move we made. Because we were constantly cultivating Whole Foods Market communities online and off, people spread our paid social promotions far and wide. Growing Nationwide When Whole Foods ramped up their Whole Body department, they asked Phelps to help introduce it and their Body Care Quality Standards to the nation. We’ve helped them redefine what beauty products can be through coverage in national publications, influential blogs and major events, like Beauty Week, which transforms every Whole Foods into a showcase for natural beauty once a year. LET’S TALK.
WE’RE REALLY GOOD LISTENERS. CONTACT US MORE WORK
Natrol Own Your Health See how Phelps helped Natrol stand out in the crowded vitamin and supplement market. Tahiti Tourisme Privacy. The Ultimate Luxury. In a market full of discounts, Tahiti needed to refocus on its core audience. Public Storage Public Storage See how we helped the nation's number one storage provider go digital. Los Angeles World Airports LAX is Happening See how Phelps helped keep travelers happy and informed during major construction at LAX. Tetra Pak Milk Unleashed The minds at Phelps helped Tetra Pak fully immerse consumers in the benefits of shelf safe milk. City of Hope Transforming Hope We helped transform City of Hope's message of hope to help patients around the world understand their treatment. Toco Warranty Motor On We helped Toco scale their business for the digital age.
BACK TO TOP ©2017 Phelps. All rights reserved.
Alex Canepa, FMC Research and Education Director | [email protected]
Conversely, you may prefer to unbundle. Some stores let you build your own six-pack of beer by combining single bottles. “It’s fun to play with when you see a lot of seasonal beers,” says Neu, the Whole Foods marketing manager.
“This is the biggest game changer for Harlem that we have seen in a very long time,” she says, adding that she is working with several other companies, including a major fashion retailer, who want to come to the neighborhood.