Contents 4
Executive Summary
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Research
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Creative Brief
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Creative
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Contributors
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Executive Summary Young adults are always looking for the most convenient and affordable grocery stores with the best quality products. Consumers are turning away from Whole Foods, cost and time being important factors. There must be a better way to reach consumers on a smaller budget with busy schedules, while still providing great value. Millennials, conscious of their health and the environment, are about to experience a grocery store made just for them. Whole Foods is now introducing 365 by Whole Foods Market, a smaller store concept that encompasses the same great quality as the original Whole Foods Market but at a more affordable price. With the new stores opening in busy U.S. cities, a creative promotional plan will be implemented focusing on the simplicity of the stores and the incredible value customers will receive at 365. The target audience will be young adults, Millennials in particular, ranging from 18 to 36 years of age. The new stores are opening in large arts communities. These consumers are intellectuals who are environmentally conscious, making Whole Foods Market an obvious choice, but they are busy with work or school so a simple shopping experience is important in order to get what they need in a timely manner. 365 aims to be a brand that is reliable, trustworthy, and transparent. With so much to offer the community, it will stand out from similar stores. Consumers will choose to shop at 365 for the quality, convenience, and affordability. 365 makes the tedious task of health conscious cooking easier. We will be providing a campaign for 365 to reach our target audience in the most effective way. Technology will be an important factor in the campaign. Through social media and apps, we will be providing efficient means to grocery shop and to connect with the store. The website will provide easy-to-make recipes that align with specific moods a customer may be feeling. We will also implement unique guerilla tactics to gain buzz and attention in major cities. In addition, we will be creating a magazine ad, a bus wrap, and a direct mailer to fit in with our campaign. 4
Research SWOT
STRENGTHS
WEAKNESSES
-Fresh, high quality produce that you cannot find at your average neighborhood market - International presence - Very strong network of suppliers - Positive working environment, - Good employee benefits - Largest health conscious market in the United States - Uses sustainable practices - Good customer service - An endless amount of choices - Strong brand reputation - Higher spending due to lower prices
- Can be difficult and inefficient when trying to find a simple product - Targets a small niche market - Viewed as too luxury, or unattainable - Slow growth - Limited suppliers - High prices
OPPORTUNITIES - Global expansion of retail - Gain more millennial consumers - Make shopping at Whole Foods quicker/more efficient - Grow the brand globally - Optimize the Whole Foods network
THREATS - Increase competition from other grocery stores that are trying to go organic and reach this demographic - Cheapening the Whole Foods image - Drive away the loyal clientele
Research Survey
In order to tailor our campaign to our audience, we surveyed a group of Millennials across the country who fell into the category of living in a large urban area. We believed that shopping in the city is very different than shopping in a suburb, and the results of the survey proved that. We also were hoping to find out what Millennials value when it comes to their grocery shopping experience and what may be considered a turn off. The key insights we drew from our survey are: 1) Millennials are busy and need grocery shopping to be simplistic and timely. 2) Millennials generally associate Whole Foods with fresh products, but also with higher costs than competing stores. 3) Millennials in cities shop frequently during the week for smaller amounts of fresh produce. 4) Millennials value technology in making their shopping experiences easier. 5) Millennials are health conscious and want to eat healthy, but put cost and value first.
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Research
Insights on Millennials Who are Millennials? -Generally considered to be born anywhere from the early 1980’s to the early 2000’s -More civil-minded than their former generations, with a strong sense of local and global community -America’s most racially diverse generation -Face higher levels of student debt, poverty, and unemployment than previous generations -Less likely to get married at a young age, and more likely to pursue education past high school
What do Millennials want? -Transparency and trustworthiness from groups and businesses -Social justice and equality across genders and races -Simplicity, timliness, familiarity, and good value -Little things go a long way, provide an overall experience -Technology as a form of convenience
Where do Millennials shop? -More likely to choose digital grocery shopping than any other age group -Most feel more comfortable purchasing fresh food in person -Gravitate toward stores with reward and loyalty programs -Prefer brands with well-developed online/mobile media presence -Shopping habits are more immediate and need based
What are your thoughts on Whole Foods Market? Matt, 23, Chicago
Kelsi, 19, Minneapolis
“It (Whole Foods) is nice, but it’s difficult to find exactly what you’re looking for. I don’t have time to search for every item.”
“It’s not worth the hustle and bustle and the high price when you can get similar things of the same quality at Trader Joe’s and Fresh Thyme. I wish I could afford Whole Foods, it’s just not in my budget.”
“The Whole Foods across the street is always busy. My least favorite thing about shopping is the other shoppers.”
Sydney, 28, Washington D.C.
Wes, 31, San Francisco
“On average I go to Whole Foods once a week. I tend to buy my produce and meats there. It is convenient and I prefer to eat healthy, so having fresh produce on hand is great.”
“I usually buy fruit, chicken, and fresh seafood from Whole Foods. If Whole Foods had more affordable products, I would switch to using them as my main grocery store. I want things to be easy and need it all done in a timely manner.”
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Whole Foods 365 will be targeting Millennials. These people range from 18 to 36 years old. The median income for younger Millennials is $25,000 and about $48,000 for older Millennials. Only 21% of the target market is married. According to statistics, Millennials are the most educated generation with 23 percent having a Bachelor’s degree or higher. The target market is very racially diverse—19 percent being Hispanic, 14 percent African-American and 5 percent Asian.
Demographics
Age: 18-36 years old Median income: 25k to 48k Mostly single Educated Racially Diverse
Psychographics Large arts communities Hipster intensive neighborhoods Health Conscious Civil-minded Strong sense of community Liberal > Conservative Education before marriage High self reliance Low Social Trust
By looking at where the first 365 stores will be opening, Whole Foods will be penetrating large arts communities. For example, Silver Lake is home to many Millennials and known for its arts districts. Forbes even named Silver Lake America’s #1 “hipster� intensive neighborhoods. The people in our target market are concerned about nutrition. Americans want to eat better, and this is a good thing for grocery retailers with a focus on nutritious and organic foods. Millennials are considered to be more civil-minded than their former generations, with a strong sense of local and global community. Millennials tend to be more liberal than conservative. A poll by the Harvard Institute of Politics found that in the coming election, 56% of Millennials want a democrat in The Whitehouse. 36% want a Republican, and among these Millennials, only 31% have consistently conservative views. Millennial liberalism strongly includes same-sex marriage, interracial marriage, and marijuana legalization. They are less likely to get married at a young age, and more likely to pursue education past high school. Self-reliance is important to Millennials. They have extremely low social trust; just 19% say most people can be trusted, compared to 40% of baby boomers. They also tend to be suspicious of large groups. Compared to baby boomers, less Millennials participate in organized religion and less say America is the greatest country on earth. 10
Target Market
365 is aiming to reach the Millennial shoppers who are more price-conscious than the typical Whole Foods customer but still want high-quality products, the consumers who are self-aware and looking for a way to live a healthy and honest lifestyle. Typically our target audience falls between the ages of 18 to 36 and lives in a large, urban community with a thriving art scene. Our audience is full of intellectuals who are environmentally and socially conscious and they don’t do anything without consulting their network. Our target audience needs an easy, yet enjoyable shopping experience that fits into their school and work schedule.
Meet Kelsi, a 19 year old college student from Silver Lake, CA. Kelsi lives a healthy lifestyle, buying fresh produce whenever she can afford it on her college budget. She loves yoga and tries to squeeze it into her busy schedule every morning to keep herself grounded. Kelsi is currently training for her first 5k and trying to get more protein in her diet, but she feels guilty eating meat from the grocery store by her house, because she knows it’s not cruelty free. Now that 365 by Whole Foods Market is opening up near her campus, Kelsi feels like she can finally afford to shop at a market thats good for her and the greater good.
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Strategy & Tactics Create Meaningful Digital Connections
Establish Community Engagement and Outreach
Website The new 365 by Whole Foods Market will have a dynamic website that features a way to track crowds at each location, recipes using ingredients found only in 365 by Whole Foods Market with nutrition information listed, and a way to search for meal ideas based on your mood.
Makers Space The collaborations on social media will lead to 365 by Whole Foods Market pairing with many of the popular health figures to host events throughout the year at 365. The Makers Space will be part of the store where good for you and good for the greater good combine to showcase products and services that align with 365’s values.
App The 365 by Whole Foods App is a great tool for keeping track of calories in an easy and efficient way, staying on top of daily deals in the store, and ordering groceries online. The calorie tracker will allow customers to simply scan their receipt and view nutrition info for each item purchased. With so many useful features, it will be hard to remember a time when grocery shopping didn’t involve an app.
Community Garden 365 by Whole Foods Market will be launching a community garden guerilla tactic. The goal will be to cultivate local interest in urban areas and grow a sense of community near the new 365 by Whole Foods Market locations. Produce from the community gardens will be harvested and donated to outreach programs in the community as a way for 365 by Whole Foods Market to give back.
Social Media 365 by Whole Foods Market will engage with comsumers across Facebook, Twitter, Instagram, SnapChat and Pinterest. From recipes and contests, to deals and event invitations, the social media aspect of 365 by Whole Foods Market will be very versatile. 365 will also be pairing with local and national healthy lifestyle figures and activists. These public figures will promote events at 365, healthy choices sponsored by 365, and new product features or grocery hauls on their respective mediums.
Cooking Classes Nothing says community like joining together in the kitchen. 365 by Whole Foods Market will host a monthly cooking class where participants can join a local chef in preparing a meal made from fresh ingredients found right inside the store. All items used will be discounted to participants on their next visit.
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Creative Brief
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Campaign Objective Target Market Opportunity Objective Proposition Method Brand Promise Brand Personality Tonality Big Idea Positioning Statement Justification
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The purpose of this campaign is to position 365 by Whole Foods Market as a smaller, more cost effective and modern version of the current Whole Foods entity, to focus on the quality of products while always pushing for innovation, and to provide everything you need to take control of your diet and start eating healthy. 365 is aiming to reach the millennial shoppers who are more priceconscious than the typical Whole Foods customer but still want highquality products. These consumers are self-aware and looking for a way to live a healthy and honest lifestyle. Grocery shopping trends include concern for nutrition, a plus for 365 who focuses on nutritious and organic foods. There is a great opportunity to combine modern day technology into the traditional style of a grocery store - making shopping, cooking and eating healthy a fun and convenient experience. Integrating 365 into its surrounding community is a vital way to build relationships with the millennial generation. People are becoming more aware of where their food comes from and care about animal welfare. 365 stands on a strong foundation of high quality animal treatment. On-the-go convenience has replaced all-in-one convenience; research shows consumers would rather make frequent trips to smaller stores where they can get in and out easily.
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Yes, you can eat healthy. Create a transparent grocery store where production, nutrition information and ingredients are readily available to consumers. Generate a communal hub around the store so it becomes a meeting place, market place and maker space. Providing the tools to expand every consumer’s diet, consumption and lifestyle. App – tracking calorie and giving deals Print – making 365 a visual presence Social Media and guerilla – building a communal base
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We promise to do all that we can to make healthy and affordable eating options easy for every consumer who walks through our door. When you buy 365 products its benefits will extend beyond the store and offer steps to maintain a healthy lifestyle. No more excuses - change starts now. 365 combines integrity with innovation to provide consumers a unique shopping experience and offer high quality products at affordable prices. Fresh, young, organic, warm, innovative, high quality, honest, transparent, ethical and affordable. Honest, communal, and organic.
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We want to make healthy eating an experience, not a chore. By becoming a transparent store that stands on a solid foundation of values and principles, consumers know that when they shop at 365 they are not only enriching their lives, but the community around them. We make eating healthy easy by providing all the products you need to live the best lifestyle you can. More fresh. Less effort. Everyday.
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To Millennials, 365 by Whole Foods Market is the grocery store that allows them to conveniently purchase high quality and honestly produced foods that won’t break the bank. This is supported by the high standards that Whole Foods Market is founded on and the innovative steps that 365 will take to make every shopper’s experience efficient and effective.
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Whole Foods partners with four “Whole Trade Certifier Partners”; Fair Trade USA, Rainforest Alliance, Institute for Marketecology Social and Fair Trade Certification, and Fairtrade International. Those four certifier partners help watch over international transactions, maintain job environments, and protect the environment. They also help provide funds to help improve communities. 16
Creative
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Magazine Print Ad
The magazine ad is used to showcase the 365 by Whole Foods Market App. It will be a way to promote 365 with a longer shelf life and highlight the nutrition feature on the 365 app.
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Direct Mail & Email
The mail and email coupon will be a way to target a local audience directly and entice them to visit 365 by Whole Foods Market, whether in person or at our website where they can explore what 365 is about.
The Snapchat Geofilters will feature a community garden filter and a store location filter. This feature resonates specifically with Millennials and will gain positive earned media from users.
Snapchat Geofilter
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Microsite
The microsite will be an easy way for shoppers to find recipes, order groceries, search for discounts, view upcoming events, and connect with other 365 by Whole Foods Market shoppers.
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Microsite
Two features of the microsite are the crowd tracker and the daily deals page. Both of these pages will also be featured on the app.
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Mobile App
The 365 by Whole Foods Market mobile app aimed at Millennials will feature the calorie tracker, a unique store GPS, online ordering, and many of the features found on the mircosite.
Guerilla Tactic
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Bus Wrap OOH Ad
Bus Stop OOH Ad
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Collaboration
The 365 by Whole Foods Market social media pages will be used to promote values that align with our target market as well as the inherent 365 views, animal welfare being a large component.
Social Media Promotion
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More fresh. Less effort. Everyday.
Contributors ART DIRECTION: Alyssa Baldridge DESIGN: Hengte Wang DESIGN: Nick Weismann COPY WRITE: Katie Kangas GENERAL CREATIVE/STRATEGY: Gretchen Muus CHIEF OF STRATEGY: Becca Walter CREATIVE STRATEGY: Sarah Donnelly RESEARCH STRATEGY: Cole Luther
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