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Spec work
This campaign started with the question:
"How can Whole Foods stand out in today's saturated grocery market?"
My answer: Whole Foods integrates into local communities by promoting sustainable living and helping locals grow their own produce.
I created the entire campaign from the concept and visual designs,
to the copy and final executions.
Logo
Campaign logo concept
Community Gardens
Whole Foods creates and rents vegetable patches to locals.
Personalized Spaces
To add to the fun, each person's allotment is given its own 'brand'.
Biodegradable Book
Owners receive an advice book with plantable pages containing seeds.
In-store Advertising
Sponsored Markets
Whole Foods sponsors annual sustainability-themed markets
for allotment owners and local businesses to sell their produce.
Customers power the food stalls.
Used biodegradable cups are given flowers for customers to plant back at home.
Food waste is collected and used as compost for the local allotment.
Awards
Winners of "Best Allotment" and "Best Produce" receive sustainability-themed prizes.
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