Foodie, Meet Food Master. Whole Foods Launches First Ads Under New Owner Amazon

If you want to eat that pineapple tomorrow, not today, do you trust your own untrained nose to sniff out a piece of tropical fruit at the just-about-to-ripen stage? Or do you turn to a produce professional? And if your heart is set on a cheese that's soft and buttery and won't demolish your cracker, whom do you consult? According to a new campaign for Whole Foods Market, their employees can handle those kinds of questions without treating you like a culinary doofus. But mind you, that kind of expertise can still be a little intimidating to the grocery novice. The guy behind the cheese counter has a "degree in cheese" because he "went to cheese school," he says in one of the spots. No doubt he could articulate the subtle differences between sheep and goat. But even if you can't, he's got your back. [kickout id="1"] [kickout id="2"] Part of the Amazon empire now, Whole Foods wants to broaden its appeal beyond its core high-end customers to the wider world of foodies. Its first ads with new agency MullenLowe show off a bunch of the retailer's premium features, like in-store wine and tapas bars, but try to make it clear that everyone's welcome. A man shops with his daughter in one ad, making a corny dad joke out of all the "pastabilities" in the carbs aisle, and young dude chats with a friend in another ad about his Paleo diet and tells the butcher to "surprise me" with some random red meat. [kickout id="3"] [kickout id="4"] The campaign, carrying the tagline "Whatever makes you whole," rolls out this week on TV and digital platforms with a series of 15-second spots. "This new direction represents a much more lighthearted tone and message," Lee Newman, CEO of MullenLowe U.S., said 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." The spots are intended "as a giant welcome mat to the many people who may not have previously felt like Whole Foods is for them," Newman said. After all, there are plenty of free samples to inhale, like Costco but not. More spots below. [kickout id="5"] [kickout id="6"] [kickout id="7"] [kickout id="8"] CREDITS Client: Whole Foods Market Title: Whatever Makes you Whole Agency: MullenLowe Los Angeles Chief Executive Officer: Lee Newman Chief Creative Officer: Mark Wenneker Executive Creative Director: Margaret Keene Group Creative Director, Head of Copy: Barton Corley Group Creative Director: Jeff Beberman Creative Director: Peter Vattanatham Creative Director, Writer: Aroon Mukhey Creative Director, Writer: Bryan Carroll Writer: Jeff Gonick Writer: Sean Vij SVP, Director Of Production: Lisa Setten VP, Executive Producer: Alli Taylor Senior Producer: Nicole Schofield Associate Producer: Lexie Kaback VP, Group Account Director: Javier Passerieu Account Director: Bryan Reugebrink Account Supervisor: Caroline Hanley Account Executive: Shannon Stucke VP, Strategic Planning: Anna Vlajkovic Associate Director of Business Affairs: Davina Turnbull Music Producer / Business Manager: Danica Bates Business Affairs Manager: Nickie Kolb Production Production Company: Epoch Films Director: Jill Director of Photography: Rachel Morrison Prod Co Executive Producer: Mellissa Culligan Line Producer: Martha Davis Editorial Editorial Company: Cabin Editor: Chan Hatcher, Graham Turner, Lucas Spaulding Assistant Editor: Lauren Brown Editorial Producer: Michelle Dorsch Editorial Executive Producer: Carr Shilling Telecine Color Grade Company: Company3 Color Grade Artist: Stefan Sonnenfeld Color Grade Producer/Supervisor: Katie Andrews Music Music Supervisor: Buzzy Cohen Sound Sound Design Company: Formosa Sound Desiger: John Bolen Mix House: Formosa Mixer: John Bolen Assistant Mixer: Aiden Ramos Audio Executive Producer: Lauren Cascio

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Foodie, Meet Food Master. Whole Foods Launches First Ads Under New Owner Amazon

MullenLowe unveils 'Whatever Makes You Whole'

T.L. Stanley

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