Miami Ad School - December 2014
WHOLE FOODS
Positioning: The luxury brand of supermarkets.
Problem: Cross shopping. Consumers are buying quality and produce at Whole Foods, but they go elsewhere for basic packaged goods.
Target: Lululemon label-readers
-These women would rather spend $100 on yoga pants than on jeans.
Insight: A Whole Foods bag is the latest “it” bag.
-Exuding a healthy lifestyle is more important than flaunting the latest material trends.
Strategy: The Whole Food’s 365 line is affordable quality.