Created the advertising and brand image for Whole Foods Market with Partners & Spade

It brought all of the work that Whole Foods Market does to the fore by connecting the benefits of food to the way it's grown and raised.

It worked to overcome peoples' fears about the brand's elitism and get to the groundbreaking, important work they do to provide markets for more sustainably farmed food, and better farming conditions and to improve the food supply for everyone, and everything, in the food chain.

BRAND MANIFESTO:

We are freaks of nature.
Passionately principled.
Wild enthusiasts.
We are hunters and gatherers of what’s right with the world.
There’s so much greater out there that we have no shelf space in our hearts for anything lesser.

We don’t believe in putting our customers in a position to compromise. We stand firmly on the ground of good, of better and of best.
We won’t stand for selling what we can’t stand behind.
We believe in healthy skepticism.

We think labels give room to explain, not hide.
We think profit and value can be measured in lots of different ways. We think movements get momentum when they feed the greater good. We think good needs to include betterment of all living things.
We are champions of the plant and animal kingdoms.

Whole Foods Market.

Agency: Partners & Spade

With Anthony Sperduti, Christine Gignac, Elizabeth Dilk, Tina Smith