Is Imperfection the New Perfect?

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By: Janet Kalandranis

Many brands focus on characteristics like perfection, being the best, top-notch. It all makes sense as brands would never talk about being the runner-up or the brand that serves as the second best. But what if there was merit to being a little less than perfect and a benefit arose from this characteristic? Then maybe brands would talk about imperfection as if it were message to be discussed.

Whole Foods, a seemingly perfect brand in some ways, is talking about imperfection, mirroring exactly what the brand believes for its products. Unpolished produce that is real and not quite perfect, but actually better. Olson has given the Midwestern stores a new outlook: perfect isn’t always the best. And playing off the holiday season, the campaign has fun with the brand and the imperfections that make parties the ones to remember. The new spots focus on mistakes that turn planned get-togethers into memorable parties, all because of imperfection.

The brand is focusing more on experience and less on perfection. Whole Foods isn’t perfect, but the brand does hold the title of experience retailer for organic food. This is important to customers, especially a new set of affluent ones that think organic purchases carry a status with them. The campaign teaches about imperfection, is authentic to Whole Foods, and definitely will be understood by a target audience. For a brand that doesn’t advertise consistently and is very specific with its tactics, this one is a winner. It’s not a perfect campaign, but that’s what makes it real, just like an apple picked off a tree.