Retail Campaign for Whole Foods Market

The Goal
Whole Foods Market was committed to enhancing customer perceptions of the store as a destination for high-quality, locally sourced products. The need was driven by data from the WFM Shopper Landscape Study, which had shown a consistent decline in this tracked perception since the Amazon merger.

The Strategy
To address this, we launched a long-term campaign focused on reaffirming Whole Foods Market role as a leader in supporting mission-aligned, local, and emerging brands. The approach was built on three key pillars:

Romance the Storytelling: Highlight the unique stories behind the local suppliers and the communities WFM serves.

Extend The Reach: Amplify the message through digital activation, strategic partnerships and community engagement.

Cultivate Suppliers: Invest in nurturing and developing the next generation of local and purpose-driven brands.

One year after the campaign launch, consumer perceptions, as tracked by the Shopper Landscape Study, improved by 10 percentage points, returning to a healthy ratings target.

The Campaign: We Love Local

  • Whole Foods Market webpage featuring local products, with a map of the United States, orchard with orange trees, and a story about Finnriver Farm & Cidery in Chimacum, Washington.

    Digital Channel Activation

    Showcased 20 local suppliers through a curated owned channel series across web, targeted email, and social.

    Achieved 100K page views, 14M impressions, and an 18% open rate on emails, driving significant engagement and visibility for the featured brands.

    See Digital Landing
  • Two women at a food booth with signs indicating they serve local dishes, including white heirloom corn tortillas, with plates of food and tacos on the table.

    Media Events

    Hosted a series of media and influencer events across the U.S., collaborating with local chefs and suppliers to create immersive foodie experiences in Houston, LA, Seattle, Atlanta, and New York City.

    Garnered 10 pieces of earned media coverage, significantly boosting brand visibility.


  • A woman standing behind a table sampling Tamahli vegan tamales at a grocery store. The table has signs promoting local Tamahli vegan tamales from San Antonio, Texas, with small cups of samples. Shelves in the background are stocked with snack and food products.

    In Store Demo Events

    Organized amplified demo experiences in collaboration with hundreds of local suppliers across 18 major markets.

    This effort included 54 event stores, 674 suppliers, and 1,282 scheduled local supplier demos.

  • A large group of people gathered inside a store, many holding signs that say "We ❤️ LOCAL" and all wearing matching red shirts with a heart logo, indicating a community or promotional event for local businesses.

    Store Signage & Merchandise

    Equipped all stores with branded local t-shirts, end cap and blade signage, supplier profiles, and window clings, enhancing in-store visibility.