CELEBRATING OUR LOCAL MISSION / WHOLE FOODS MARKET
CREATIVE DIRECTION & DESIGN
COPYWRITING
MARKETING STRATEGY
PRINT AND WEB PRODUCTION
ENVIRONMENTAL/STORE DECOR
PHOTOGRAPHY
PROJECT MANAGEMENT
IMPLEMENTATION STRATEGY
EXECUTION ASSESSMENT
Whole Foods Market is proud of their partnerships with local and southern suppliers. Sharing their stories with customers is important and a key core value. Not only does it give insight on how the food Whole Foods offers is grown, raised, or made; it allows customers to get to know the makers and their history, values, innovations, and the traditions they're starting or keeping alive. Celebrating local and southern partners is an annual event for Whole Foods Market, corresponding with the peak of the season for Southern produce. The campaign's scope included all varieties of media. Along with in-store components, the strategy called for social, digital, traditional advertising, and external events.
TRADING CARDS
FEATURING
LOCAL FARMERS
Think of them as baseball cards for farmers! An action shot and general info on the front; vital stats on the back.
COLLECT 'EM ALL!
I composed the copy
and took the photos.
Photographs were taken during my tour around the South to 50+ farms, ranches, dairies, and supplier locations.
IN-STORE UX INTERACTIVE DISPLAY
Interactive iPad at our seafood counter. Customers could watch and listen to stories of Whole Foods' seafood suppliers describing their product, learn about seafood standards, and how to make the best choices for the health of our oceans.
local and southern brochure
welcome to the
dirty south!
The campaign focused on authenticity and transparency. Whole Foods' farmers get their hands dirty, and they cultivate and nourish their soil. The campaign showed REAL hands (dirt under fingernails), tools (well-worn), and product (with the dirt still on) right out of the ground. The Dirty South is about keeping it real, about the exuberance of getting one's hands dirty, the potency of the soil, and the extensive and varied scope of agriculture in the South.
TALES FROM A CAROLINA BELLY
Along with celebrating individual suppliers, Whole Foods Market embraces and honors regional culinary traditions. The cafe area in the North Raleigh (North Carolina) store was the perfect forum to exhibit the unique and diverse food practices, rituals, and institutions of North Carolina. From the mountains, through the piedmont, to the coast, the theme draws on oral histories, customs, and unique geographical features of this varied state.
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