Whole Foods Celebrates 'Tiny Victories' with PBS

Whole Foods Market partnered with PBS Kids for a "Tiny Victories" back-to-school campaign aimed at getting children to eat healthier.A home page display ad on wholefoodsmarket.com and multiple Facebook updates linked to a "Kid Friendly" page on the retailer's site presenting a promotional video (see below), recipes and meal planning tips. The page also links to relevant posts on the retailer's "Whole Story" blog and a co-branded "Healthy Kids" microsite at pbskids.org that contains recipes, games and activities promoting the network's PEG + CAT series (which premieres on Oct. 7). Recipes and activity sheets also are being distributed in stores."Healthy eating is an important part of [our] whole child philosophy, which is why we are excited to provide resources from PEG + CAT to help make grocery shopping, cooking and eating a learning adventure through our work with Whole Foods Market," PBS general manager of children's programing Lesli Rotenberg said in a media release announcing the partnership.Whole Foods also recently wrapped a "Tiny Victories" sweepstakes. Consumers entered on a dedicated Facebook tab from Aug. 12-23 by sharing how they got their kids to eat healthier. Two winners received $150 store gift cards. Atlanta-based Brandmovers handled. Facebook and Twitter updates supported.Framed posters, ceiling signs and stanchion signs promote the campaign in stores. A 30-second radio spot, digital ads on consumer websites such as shoplocal.com and webmd.com, and a series of videos on the retailer's YouTube channel (see below) rounded out the marketing campaign.Some stores also held back-to-school events in August boasting activities such as sampling, live music, raffles, crafts and school-supply drives.In other social media activity, a "Back to School" Pinterest board offered more recipes and tips from the retailer's website.

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