Check this out: Whole Foods' first ad campaign since Amazon merger



Whole Foods has launched
its first marketing campaign since being bought last summer by online giant Amazon.

According to, the effort includes radio, digital, out of home and a series of national television commercials -- the latter of which use humour to help demonstrate that Whole Foods carries all the food items shoppers are looking for. Each 15-second spot (see below) ends with the tagline: "Whatever makes you whole."

On its YouTube channel, the organics grocer says "No matter what it is you’re into, from dry-aged steaks to vegan donuts, you’ll find the healthiest, best version of it at Whole Foods Market."

Sonya Gafsi Oblisk, global VP of marketing at Whole Foods, told the campaign "was really intended to move the brand to a much more human place ... but also have a strong nod to the individuality and diversity of everyone that loves the brand."

The advertising campaign launches only days after Amazon reported its quarterly profit had soared past $1 billion for the first time in its more than 20-year history. The company said its physical stores brought in revenue of US$4.5 billion, mostly from Whole Foods.

Though the company has more than a dozen bookstores, Amazon's first big push into physical stores came in August when it completed a nearly US$14 billion deal to buy the organic grocer and its 470 stores. Amazon was quick to make changes, slashing prices on yogurt, bananas and organic kale. It also started selling Echos and Kindle tablets near the grocer's produce.

Amazon executives said in a conference call Feb. 1 that sales at Whole Foods were better than expected. They also said the company would make its Prime membership the grocer's loyalty program sometime later this year.

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