foods

A class team project to anchor Whole Foods as a trusted guide, expert and resource for our shoppers in the categories of coffee, chocolate, cheese, beer and wine, a.k.a. Specialty items. 

To do this, we created the #NoShameSpecialty campaign, highlighting all the pain points someone shopping for a specialty item might experience, especially lack of knowledge on the item. By making light of the situation we show that not everyone understands Speciality items (luckily, Whole Foods does). Through print and online ads, social, broadcast, and in-store packaging, we positioned Whole Foods as the place to go when you want Specialty, but need help.