Whole Foods Faces Down Its "Negative Narrative"

In an energy to enhance visitors and battle its “Whole Paycheck” picture, Whole Food items final week announced plans to launch its very first-ever nationwide advertising campaign.

The campaign will highlight that Complete Food items is “the foremost retailer of fresh, wholesome normal and natural foods, giving the highest good quality requirements and an unparalleled purchasing experience.” It will tout transparency about products, including its 5-Stage Animal Welfare ratings in meat, Eco-Scale ratings for cleaning goods, sustainability ratings in seafood, and GMO labeling. This fall, a Responsibly Grown rating system arrives for generate and flowers.

But the overriding message will be highlighting, in the company’s words, “both our value and our values” that management implied isn’t being heard.

In an online discussion earlier this week, the RetailWire BrainTrust deemed the implications of Whole Foods’ upcoming ad campaign. Many of the retailing specialists on the panel indicated that the firm would be wise not to target on aggressive pricing to remedy latest downturns.

Whole Foods, Brooklyn, NY – Photo: RetailWire

“Whole Meals has an image of wonderful top quality and natural merchandise at a fairly large value,” stated Camille Schuster, PhD., president of Global Collaborations. “Competitors, specifically Walmart, are striving to compete with quality organic products at reduced rates. Advertising minimal rates is not going to work for Entire Foods.”

Ed Rosenbaum of Rainmaker Solutions agreed.

“They might be much better off performing what they are very good at and letting the other canines in the fight battle it out above price,” mentioned Mr. Rosenbaum. “No a single can be all things to all people. [Total Food items should] cater to the buyer base they already have in area.”

In truth, Total Foods’ increased charges may be a offering level for their recent customer base.

“Whole Food items is my wife’s go-to market place,” wrote professor and independent consultant Gene Detroyer. “I asked her what she would think if Whole Foods commenced featuring value in their marketing. She quickly responded, ‘I think they would begin cutting corners.’

“She outlets there because she believes in what Complete Foods stands for. She believes she pays far more since she will get better high quality and — this is important — better trust.”

But with Whole Food items missing on same-shop sales in the 2nd quarter this 12 months, and obtaining lowered its outlook for the fourth consecutive quarter, traders want action. If a nationwide brand campaign is to work, BrainTrust members level to other important differentiators apart from value as regions on which to target.

“They want to alter the comparisons to steer shoppers to look at the well being-value of foods,” mentioned Larry Negrich, vice president of advertising and marketing at nGage Labs. “Admit that greater meals and groceries that are greater for the consumer expense a minor far more. Would you spend a tiny much more for very good health for your family?”

“I consider the message is to talk about the fantastic experience Total Food items offers, along with their 365 natural line,” said Tony Orlando, proprietor of Tony O’s Supermarket &amp Catering, “and remind the people what a excellent area it is to uncover amazing food items, freshly-prepared, that can not be identified anyplace else.”

Some BrainTrust members, nonetheless, saw items in a different way. Dr. Stephen Needel of Sophisticated Simulations indicated that there have been a lot more offers to be discovered at Total Food items than one particular might assume.

“We find a good deal of stuff at Complete Food items that is reasonably priced (not just their 365 line, which we like a whole lot),” explained Dr. Needel. “Why not a ‘great foods does not have to be expensive’ pitch? Pushing the high quality of their products is preaching to the choir — even non-consumers possibly feel they have great things.”

Whole Foods Faces Down Its "Negative Narrative"