Whole Foods Market

Everyone knows what Whole Foods stands for: organic, sustainable, cage-free, high-quality food. Yet, after years of WFM being known predominantly for these values, people began rejecting them for being righteous and off-putting. Yes, people respected WFM, they just didn’t like them.

Truth is, there are a lot of reasons to like WFM -- their philosophy and values are just two of them. It was time to show people that Whole Foods Market is the place to find the best of whatever it is you’re into, from fresh-caught seafood and organic fair trade bananas to local craft ice cream and peanut butter you grind yourself. Inspired by the social meme, Overheard at Whole Foods, our campaign welcomes in a broader audience by turning our attention to the consumer, highlighting the experiences and products they can only get at Whole Foods Market, connecting with consumers over our shared passion for food.

Im bringing this new strategy to life we wanted to make food approachable and fun again. I was directly responsible for helping establish the look and feel of the brand photography and executing the social media elements of the campaign.

Photography: Maren Caruso - Styling: Marian Cooper Cairns

Graphis Poster Annual | Honorable Mention

Since its launch, the brand photography has become the backbone of the Whole Foods Market’s marketing communications seen in-store, OOH, digital, social, direct mail, e-mailers, Point of Sale and the WFM app.

In one year alone, we produced over 130 different posters.