1. C R E AT I V E G R O U P w e s t
Creative Brief
THE COMPANY MISSION
Whole Foods Market Promoting healthy living and well being
THE PROBLEM
Whole Foods has lost their relative advantage in the organic market. ey were THE place to go for
organic products, but has now become a place (among many) to go for organic products. In turn, they
are no longer seen as different or exclusive.
COMPETITIVE FRAMEWORK
Due to Green Movement and the success of Whole Foods, more mass grocery retailers (ie. Wal-mart
and HEB) are coming into the organic market and taking away Whole Foods market share.
WHAT WE WANT TO ACCOMPLISH
Maintain and/or increase market share by differentiating Whole Foods as a healthy lifestyle resource
center (a Mecca).
TARGET MARKET
All Around : Age -25- 36, college graduate, young professional, urban dweller, health conscience,
brand loyal, will not sacrifice nutrition for price. Families: Typically married, 2 + kids under the age of
8, 80K household income, believes that it’s a responsibility to start the children’s lives right.
WHAT THEY THINK
“I used to go to Whole Foods all the time, but now that my local HEB/Central Market has organic
food, why would I drive further to Whole Foods? An organic apple is an organic apple.”
WHAT WE WANT THEM TO THINK
“Whole Food is more than an organic shopping center. It is a multi-faceted food source. Whole Foods
provides dine-in, take-out and delivery options all in a full-service grocery store.”
TONE-MANNER OF ADVERTISING
Family oriented, nurturing, informational, have local feeling, accessible. Whole Foods is a resource
center.
SINGLE MOST IMPORTANT THING
Whole Foods is a full-service food source in the community that promotes health, balance and
efficiency.
RELEVANT MEDIA/EXECUTION CONSIDERATIONS
Community sponsored events, showing a movie in the park, organic food festival tour (along with
bravo’s top chef ). Print advertising in parent magazine. Each ad (traditional and non-traditional)
focuses on a different service.
323 North 6th Street, Austin TX 78705 • 512.369.8456
www.creativegroupwest.com