The minute-long advertisement entitled "Values Matter" is part of an overall brand initiative for the retailer that kicked off on Monday. "The documentary-style video spotlights ranchers, farmers and fishermen that supply products to Whole Foods Market stores," the company said in a press release.
Whole Foods also debuted its new slogan, "America's Healthiest Grocery Store."
Also starting on Monday, visitors to Whole Foods Market locations in the Houston area saw prices on organic produce slashed, as well as new banners throughout the store touting lines from the company's new manifesto. Whole Foods also debuted its new slogan, "America's Healthiest Grocery Store."
As more low-cost retailers seek to get into the organics game, this aggressive national marketing campaign aims to remind consumers that the healthy food chain was the first to use it as a brand model. "The grocer launched this brand campaign to better inform shoppers of the quality standards and innovations that Whole Foods Market has spent more than 35 years creating," said the release.