Challenge:
Whole Foods Market wanted to extend their trusted brand into an informative program for expectant mothers—thus Whole Baby was born. The Whole Baby campaign is built upon the idea that educated mothers and mothers-to-be will develop healthy eating habits for themselves and their babies, thus driving sales of Whole Foods Market’s healthy products.

Solution:
We interviewed several Whole Foods Market shoppers, Cartis Group moms and family members and expectant mothers to ensure our messaging centered on the symmetry between healthy moms, healthy kids and healthy eating and lifestyle. We created an educational booklet with engaging visuals that appeal to mothers. The easy-to-use guide contains information highlighting nutrition and lifestyle recommendations so that mothers concentrate on taking care of their body, mind and soul. We also included coupons to encourage the use of natural products to ensure proper nutrition and care during pregnancy and after delivery.

Results:
The Whole Baby campaign launched nationally and was met with rave reviews. Mothering magazine partnered with Whole Foods Market to implement a nation-wide Whole Baby lecture series focusing on the joys and key elements of natural pregnancy and childbirth. Whole Foods Market’s top nutritionist, Jody Villecco, discussed the benefits of dietary building blocks for healthy mothers and babies. The highly attended lecture series created awareness for the Whole Baby department. The campaign was so well received, Whole Foods Market will be doing the tour again.