Whole Foods Market is promoting a wide variety of seasonal flavors and occasions with a "This fall, let's fall hard" campaign.
The message appears on banners, ceiling signs and digital checkout ads in stores and on the cover of the retailer's Oct. 3 mailer. Articles throughout the mailer include:
- Advice for cooking with butternut squash.
- Tailgating tips from The Whole Smiths Good Food Cookbook author Michelle Smith.
- A recipe for grilled sausages with pickle pepper relish that recommends pairing the dish with Boston Beer Co.'s Sam Adams Octoberfest.
- A spotlight on private label 365 Everyday Value SKUs incorporating seasonal flavors such as pumpkin spice and maple vanilla.
The mailer also offered Prime members 25% off all organic apples from Oct. 3-9. In-store ceiling signs, radio spots, display ads on the websites of regional newspapers including the Spartanburg Herald-Journal and an Oct. 3 Twitter update promoted the sale. An Oct. 3 email blast and a leaderboard ad on wholefoodsmarket.com touted the deal and linked to a guide of apple varieties within the retailer's "Whatever makes you whole" microsite.
Home page display ads, email ads, and Facebook, Twitter and Instagram updates link to additional articles within the microsite spanning topics including Oktoberfest beer and sausage pairings, throwing a "homegating" party, and hearty fall recipes. The retailer also reprised the guide to pumpkin-flavored SKUs it put together last year. Some of the content is sourced from bloggers including Matt Robinson of "Real Food by Dad" and Megan Gilmore of "Detoxinista."
Elsewhere in stores, endcaps are devoted to seasonal SKUs from 365 Everyday value along with national brands including Hain Celestial Group's Terra and Vosges Haut-Chocolat's Wild Ophelia. Stanchion and ceiling signs tout seasonal dishes, which also appear on a "Fall Recipes & Inspiration" Pinterest board. Display ads on websites including Allrecipes.com and Coolmath Games round out the effort.