365 by Whole Foods Market

Hydrogen created a national brand and retail store opening campaign that tapped into what truly makes 365 different, while respecting the DNA of Whole Foods Market’s values. Natanya Anderson
former Senior Marketing Director
365 by Whole Foods Market National Brand and Store Launch Campaigns Read more glowing reviews Logo of 365 by Whole Foods Market, featuring bold typography and a modern design, representing the brand's commitment to quality and affordability in grocery shopping. Logo of the social media platform "Out" featuring a modern, minimalist design with a dark blue color scheme.

PROBLEM SOLUTION Less than two months from the national launch of a buzzworthy new value brand from healthy foods icon Whole Foods Market, we were asked to create a campaign and marketing plan to simultaneously introduce the brand as well as the first brick-and-mortar store in the greater Los Angeles area. Respect the values of the mother ship. Carve out a brave, new world to attract a new generation of budget-conscious healthy shoppers and eaters. Our big idea “Good Things” brought 365’s unique brand personality to life with a millennial-focused message in three markets (Los Angeles, Portland and Seattle). In addition, bimonthy content was created to leverage across website, social media channels and digital marketing. National Print and Digital Takeovers, Social, Digital Content and Advertising, Direct Mail, Transit Ads, Guerrilla Marketing, Retail Sales, Out-of-Home Earned added value at no additional cost RESULTS Media results 365 by Whole Foods Market exceeded national Whole Foods Market store metrics over the same time period: 47% FIRST SEVEN DAYS Number of transactions +38% Item counts +110% +50% Items per basket LA Times | Consecutive print ads | LATimes.com takeover Two friends enjoying a playful moment, with one person giving a piggyback ride to the other, symbolizing fun and connection. The text highlights a commitment to support and service available 24/7, emphasizing reliability and dedication. Smiling woman with curly hair sitting inside a cozy van, conveying a sense of joy and adventure. The image highlights a lifestyle of freedom and exploration, with text emphasizing availability and connection 24/7, 365 days a year. A man and woman, both with tattoos, are caring for a large dog in a modern kitchen. The man is using a syringe to administer medication to the dog, while the woman stands nearby, holding a container. The image emphasizes pet care and companionship, highlighting the importance of attention to pets' needs year-round.

Logo of 365 by Whole Foods Market, featuring bold typography and a modern design, representing the brand's commitment to quality and affordability in grocery shopping.

Earned added value at no additional cost RESULTS Media results 365 by Whole Foods Market exceeded national Whole Foods Market store metrics over the same time period: 47% FIRST SEVEN DAYS Number of transactions +38% Item counts +110% +50% Items per basket

LA Times | Consecutive print ads | LATimes.com takeover A man and woman, both with tattoos, are caring for a large dog in a modern kitchen. The man is using a syringe to administer medication to the dog, while the woman stands nearby, holding a container. The image emphasizes pet care and companionship, highlighting the importance of attention to pets' needs year-round. Smiling woman with curly hair sitting inside a cozy van, conveying a sense of joy and adventure. The image highlights a lifestyle of freedom and exploration, with text emphasizing availability and connection 24/7, 365 days a year. Two friends enjoying a playful moment, with one person giving a piggyback ride to the other, symbolizing fun and connection. The text highlights a commitment to support and service available 24/7, emphasizing reliability and dedication.

Content creation for 365bywholefoods.com A person preparing healthy school lunches in a kitchen, surrounded by neatly stacked packed meals. The website promotes back-to-school meal prep solutions. Homepage of a grocery store website announcing the opening of a new location in Lake Oswego, Oregon, featuring vibrant visuals of food items and a campfire theme. Image of a summer-themed website homepage featuring people enjoying a boat ride. The banner promotes summer activities with vibrant visuals, showcasing fresh produce and seasonal products. The layout includes sections for featured items and seasonal promotions. Laptop displaying a vibrant summer-themed webpage for 365, featuring a smiling woman holding a slice of watermelon, with a bicycle in the background and promotional text about summer fun and savings. Edible art class promotional image featuring a laptop screen displaying creative snack ideas, including banana-oatmeal snack cookies, chocolate-almond banana smoothies, fancy ants on a log, and hot dog mini kebabs. The text emphasizes kid-friendly recipes that encourage creativity and fun in the kitchen.

Social content creation for 365bywholefoods.com Colorful display of fresh oranges and lemons at Whole Foods Market, showcasing vibrant produce options available at the store. Colorful display of fresh vegetables and fruits in a grocery store, showcasing a variety of produce including bell peppers, broccoli, and leafy greens. Whole Foods announces the launch date of its new budget-friendly offshoot. Screenshot of a Twitter feed from Whole Foods Market, featuring announcements about a new store opening in Atlanta, promotions on various products, and a call for new team members. The tweets highlight discounts, product offerings, and company values related to sustainability and quality. Instagram feed showcasing various food and drink posts, including a dessert with chocolate, a hamburger for National Hamburger Day, and promotional content for Sauvignon Blanc and pickled bites. Container of Three Twins Organic Ice Cream featuring a green lid and label, showcasing a flavor option with a USDA Certified Organic seal. Image promoting sustainable seafood from Whole Foods Market, showcasing the brand's commitment to environmental responsibility and ranking in seafood sustainability. The background features a calm ocean scene, emphasizing the connection to marine life. Father and child walking barefoot along the beach, with waves in the background, promoting the message to celebrate dads every day.