Whole Foods Market has begun to air a new ad campaign, accompanied by the tagline “We Believe in Real Food.” The new video clips discuss the ways in which Whole Foods’ selection of goods is superior to those of its competitiors.
In 2016, CEO John Mackey noted that Whole Foods would increase marketing efforts in 2017. Until now, the company has been self-described as “on-again, off-again” with its national ad presence, deciding to allocate its funds elsewere. The last campaign, called “Values Matter,” was launched in 2014.
Bill Kirk, an analyst for RBC Capital Markets, told Supermarket News that this new campaign demonstrates Whole Foods’ confidence in stabilizing sales.
“While a television ad, by no means, assures acceleration, we consider it more likely to improve trends than cause them to slow,” Kirk said. “We believe this is a positive development that suggests Whole Foods’ 2016 pursued strategies have reached a point where it’s time to communicate the company’s progress.”
