Creative BriefTHE COMPANY

Whole Foods Market

THE PROBLEMWhole 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.

WHAT WE WANT TO ACCOMPLISHMaintain and/or increase market share by differentiating Whole Foods as a healthy lifestyle resource center (a Mecca).

TARGET MARKETAll 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 ADVERTISINGFamily oriented, nurturing, informational, have local feeling, accessible. Whole Foods is a resource center.

MISSIONPromoting healthy living and well being

C R E AT I V E G R O U P w e s t

www.creativegroupwest.com323 North 6th Street, Austin TX 78705 • 512.369.8456

SINGLE MOST IMPORTANT THING

RELEVANT MEDIA/EXECUTION CONSIDERATIONS

Whole Foods is a full-service food source in the community that promotes health, balance and efficiency.

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.

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.