MullenLowe LA launched its first campaign for Whole Foods since winning creative duties last October, following a review.
“Whatever Makes You Whole” takes a humorous approach in promoting the Austin-based grocery store chain, which of course was acquired by Amazon last year. A series of 15-second spots promote various aspects of the Whole Foods shopping experience, from free samples to cheese experts to wine and tapas bars.
Each ad in the campaign manages to highlight a different section of Whole Foods, such as its meat or pasta selection or the fact that you can claim to be “grocery shopping” while hanging out at the wine and tapas bar. The humor doesn’t always land as intended, ranging from the not quite funny but sort of charming situation in the dad joke-fueled “Pastabilities,” which hints at Whole Foods’ range of pasta selections, to the cringey vegan-turned-paleo guy in “Paleo,” a spot that manages to support the types of stereotypes about Whole Foods shoppers the campaign should be looking to counteract.