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Whole Foods Launches First Ads Since Amazon Acquisition
By: Adweek
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If you want to eat that pineapple tomorrow, not today, do you trust your own untrained nose to sniff out a piece of tropical fruit at the just-about-to-ripen stage? Or do you turn to a produce professional?

And if your heart is set on a cheese that’s soft and buttery and won’t demolish your cracker, whom do you consult?

According to a new campaign for Whole Foods Market, their employees can handle those kinds of questions without treating you like a culinary doofus.

But mind you, that kind of expertise can still be a little intimidating to the grocery novice. The guy behind the cheese counter has a “degree in cheese” because he “went to cheese school,” he says in one of the spots. No doubt he could articulate the subtle differences between sheep and goat. But even if you can’t, he’s got your back.

Part of the Amazon empire now, Whole Foods wants to broaden its appeal beyond its core high-end customers to the wider world of foodies. Its first ads with new agency MullenLowe show off a bunch of the retailer’s premium features, like in-store wine and tapas bars, but try to make it clear that everyone’s welcome.

A man shops with his daughter in one ad, making a corny dad joke out of all the “pastabilities” in the carbs aisle, and young dude chats with a friend in another ad about his Paleo diet and tells the butcher to “surprise me” with some random red meat.

The campaign, carrying the tagline “Whatever makes you whole,” rolls out this week on TV and digital platforms with a series of 15-second spots.

“This new direction represents a much more lighthearted tone and message,” Lee Newman, CEO of MullenLowe U.S., said in a statement. “The campaign depicts relatable and judgment-free scenarios from the aisles of Whole Foods, while celebrating the weird and wonderful experience that makes this store so unique.”

The spots are intended “as a giant welcome mat to the many people who may not have previously felt like Whole Foods is for them,” Newman said.

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