Whole Foods goes for humor in latest ad push

Whole Foods has released a series of quirky ads in a bid to show off the grocer’s array of offerings, like its in-store wine bar and a plethora of gourmet cheeses.

Created by MullenLowe LA, which won the Austin-based company’s creative account in October, the campaign uses humor to illustrate what a typical Whole Foods shopping experience might look like.

For instance, in one ad, a bewildered man can’t seem to decide which “soft, but not too soft” cheese he should purchase. In another, a man eyeing up some ground sirloin and ribeye explains to his friend that he’s ditched veganism for the paleo diet. A third shows two women laughing over the fact that their “grocery shopping” has turned into catching up over wine and snacks.

The campaign comes months after Amazon acquired Whole Foods for $13.7bn, a move that’s resulted in lower prices at the upscale chain, especially for Prime members. Featuring the tagline ‘Whatever Makes You Whole,’ the effort marks the brand’s first campaign since it was acquired.

The ad push also comes as Whole Foods continues to deal with backlash over empty shelves at stores across the country, which numerous employees have blamed on a faulty inventory system called “order-to-shelf” that frequently causes food shortages.

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