Whole Foods rolls out new marketing campaign

Austin, Texas-based Whole Foods Market has launched its first marketing campaign since its $13.7 billion acquisition by Amazon last August, according to a Feb. 5 article on AdAge.com. “The first batch of spots seem targeted at a distinctly young, decidedly quirky demographic,” the article stated.

With the tagline "Whatever Makes You Whole," the advertising spots feature a former vegan buying meat at Whole Foods to the surprise of his friend as well as a young father filling up his shopping cart but forgetting his main purpose of being at the store — to buy diapers.

"This campaign was really intended to move the brand to a much more human place ... but also have a strong nod to the individuality and diversity of everyone that loves the brand," Sonya Gafsi Oblisk, Whole Foods’ global vice president of marketing, told AdAge.com.