After almost six months of being owned by Amazon, Austin-based Whole Foods Market has launched a new TV and digital advertising campaign that appears to be aimed at showing off the variety of products and services that the grocer offers.
Each of the ads are short segments. One ad depicts a man shopping for cheese and being served by a Whole Foods employee that said he went to “cheese school.”
In another ad, shoppers can be seen dining at the grocer’s wine bar. A different ad shows an older man joking with what is presumed to be his daughter about the “pastabilities” of gluten free spaghetti. Each ad ends with a banner that reads: “Whatever makes you whole.”
Whole Foods has long battled the perception that its products are high-priced, and its new ads appear to try and make different types of shoppers feel welcome to the store.
“This new direction represents a much more lighthearted tone and message,” Lee Newman, CEO of advertisement company MullenLowe U.S., told AdWeek 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.”
Newman said the ads are “a giant welcome mat to the many people who may not have previously felt like Whole Foods is for them.”
Amazon announced in June 2017 that it was acquiring Whole Foods in an all-cash deal valued at $13.7 billion. The deal closed in August.
Check out some of the new Whole Foods ads below:
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