CASE FILE / 01Whole Foods MarketRetail brand platform

Turning local sourcing into a national brand platform

A national campaign that rebuilt Whole Foods Market’s authority as the destination for local, mission-aligned and emerging brands.

+10 ptsincrease in annual consumer perception survey YoY

CAMPAIGN EVIDENCE / WHOLE FOODS MARKET

01 / THE COMMERCIAL PROBLEM

Reinforce Whole Foods Market as the destination for high-quality, locally sourced products. Shopper research showed this core perception had declined consistently following the Amazon merger.

02 / THE DECISION

Build a long-term brand platform that made local feel tangible again—through the supplier stories customers could discover, the experiences they could join and the communities represented in every store.

RESULTS / VERIFIED CAMPAIGN OUTPUT

+10 ptsannual consumer perception survey YoY

14Mcampaign impressions

674local suppliers activated

1,282supplier demos scheduled

18major markets

THE STRATEGIC SYSTEM / THREE MOVES

A platform stores
could make their own.

Romance the storytelling

Put the people, places and purpose behind local products at the center of the campaign.

Extend the reach

Carry the message beyond the aisle through digital content, partnerships, media and community moments.

Cultivate suppliers

Use the platform to nurture and celebrate the next generation of local, purpose-driven brands.

THE RETAIL SYSTEM / MARKET TO STORE

Make local
the reason for the trip.

We Love Local digital supplier storytelling webpage

Owned channels

Local stories, built to travel

A curated web, email and social series introduced customers to 20 local suppliers and the communities behind them.

14M impressions · 18% email open rate

Two women presenting local food at a We Love Local event

Earned media

A coast-to-coast food story

Immersive media and influencer events paired local chefs with suppliers in Houston, Los Angeles, Seattle, Atlanta and New York.

10 pieces of earned coverage

Supplier presenting products at a demo table inside Whole Foods Market

Retail activation

Turn every store into a local stage

Amplified demo experiences brought hundreds of suppliers face-to-face with shoppers across the country.

54 stores · 674 suppliers · 1,282 demos

Whole Foods Market team gathered in matching We Love Local shirts

In-store system

A platform, not a one-off

Branded team shirts, endcaps, blade signs, supplier profiles and window clings gave every store a consistent toolkit.

National rollout across all stores

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