Whole Foods touts own brands in rainy day care packages

The retailer launched a clever campaign that gives away limited prize packs of store brand products if a weekend gets rained out this summer.
Dan Ochwat
Executive Editor
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Products and summer gear

Whole Foods Market has customers covered when rain ruins the weekends this summer. The retailer has introduced a campaign called “Rainy-Day Redo” that features its private brand snacks and products in a fun prize pack given away when at least half the country gets rain the previous weekend.

The retailer stocked the prize bags with 365 by Whole Foods Market snacks, ice cream, fresh fruit, beach balls and accessories, grilling gear and more. A spokesperson with Whole Foods said the packs will only feature its private brand products.

The prize packs are limited — delivered on a first come, first served basis — and shoppers can track the campaign, which runs June 21-Aug. 9, via the chain’s Instagram account.

Whole Foods partnered with The Weather Channel and meteorologist Stephanie Abrams for the campaign. Abrams will share the forecast via the account and relay if enough rain deemed a country rainout.

Whole Foods has been actively promoting its own brands via digital channels this year, launching a clever home economics series, cooking experiences, a partnership with Headspace and more. The new Rainy-Day Redo is also being featured on the Whole Foods site along with tips and ideas to make summer more fun.

“With everyone ready to get outdoors and enjoy the summer with family and friends, Whole Foods Market is the destination for summer celebrations big and small,” said Sonya Gafsi Oblisk, chief marketing officer, Whole Foods Market. “The Rainy-Day Redo program was designed to keep summer on with giveaways, prizes and seasonal treats. Rainy days don’t stand a chance in dampening the fun.”