“Values matter.” That’s the slogan that Whole Foods has chosen for its first national brand marketing campaign. The message is, Whole Foods provides value to its customers through the values the company uses to select the food products on its shelves. That is, values for money in shopping for groceries is as important as bargain pricing, which Whole Foods is not known for.
The company believes that consumers will find that value in the increased information it provides about where the food comes from, and how it was grown, raised, and made. Whole Foods is serious about getting out this message. The campaign’s budget is estimated at between fifteen and twenty million dollars. It’s the latest example of what Madison Avenue calls variously “conscious capitalism,” “cause marketing,” and “purpose marketing.” Continue reading