Going Glocal for 365 by Whole Foods Market

How did we help 365 by Whole Foods Market launch a national brand campaign while creating local buzz around their first brick and mortar? Glocalization, of course.

By Mary Knight, VP, Executive Creative Director

New Meets Tried and True: 365 by Whole Foods Market
The lay of the land: When a beloved brand introduces change, everyone has an opinion. The highly anticipated launch of Whole Foods Market’s new brand, 365 by Whole Foods Market, was no different. From Wall Street analysts to features in high-profile publications like Fast Company, Fortune, The New Yorker and more, all eyes were on the launch of 365’s first store in Silver Lake, CA on May 25, 2016.

Where we fit in: Hydrogen created a national brand campaign that carved out a brave new world for 365, while respecting the DNA of Whole Foods Market’s core values. Our “Glocal” media and creative approach featured LA Times web takeovers and sequential full-page newspaper ads to reach national thought leaders, augmented with targeted outdoor, digital, direct response and social media for on-the-ground local coverage leading up to the Silver Lake store grand opening. Supported by events including a pre-opening “Parking Lot Party,” new customers and the press lined up to be among the first to walk through the doors on opening day. Click here to see our 365 launch campaign.

Success! National and local press continues to roll in around Whole Foods Market’s new brand. WFM stock price rose 24.2% between May 4–June 7, 2016—for a total increased market cap of $2.2B. And lovers of good food, good prices and good things “24.7.365” eagerly await new store openings in Oregon, Washington State and beyond. Click here for locations and dates of new store openings.

See the goodness for yourself: There’s nothing like being there, of course. Take a tour of the first 365 by Whole Foods Market for yourself right here.