Foodie, Meet Food Master. Whole Foods Launches First Ads Under New Owner Amazon

MullenLowe unveils 'Whatever Makes You Whole'

Whole Foods
Headshot of T.L. Stanley

If you want to eat that pineapple tomorrow, not today, do you trust your own untrained nose to sniff out a piece of tropical fruit at the just-about-to-ripen stage? Or do you turn to a produce professional?

And if your heart is set on a cheese that’s soft and buttery and won’t demolish your cracker, whom do you consult?

According to a new campaign for Whole Foods Market, their employees can handle those kinds of questions without treating you like a culinary doofus.

But mind you, that kind of expertise can still be a little intimidating to the grocery novice. The guy behind the cheese counter has a “degree in cheese” because he “went to cheese school,” he says in one of the spots. No doubt he could articulate the subtle differences between sheep and goat. But even if you can’t, he’s got your back.

Part of the Amazon empire now, Whole Foods wants to broaden its appeal beyond its core high-end customers to the wider world of foodies. Its first ads with new agency MullenLowe show off a bunch of the retailer’s premium features, like in-store wine and tapas bars, but try to make it clear that everyone’s welcome.

A man shops with his daughter in one ad, making a corny dad joke out of all the “pastabilities” in the carbs aisle, and young dude chats with a friend in another ad about his Paleo diet and tells the butcher to “surprise me” with some random red meat.

The campaign, carrying the tagline “Whatever makes you whole,” rolls out this week on TV and digital platforms with a series of 15-second spots.

“This new direction represents a much more lighthearted tone and message,” Lee Newman, CEO of MullenLowe U.S., said in a statement. “The campaign depicts relatable and judgment-free scenarios from the aisles of Whole Foods, while celebrating the weird and wonderful experience that makes this store so unique.”

The spots are intended “as a giant welcome mat to the many people who may not have previously felt like Whole Foods is for them,” Newman said.

After all, there are plenty of free samples to inhale, like Costco but not.

More spots below.

Client: Whole Foods Market
Title: Whatever Makes you Whole

Agency: MullenLowe Los Angeles
Chief Executive Officer: Lee Newman
Chief Creative Officer: Mark Wenneker
Executive Creative Director: Margaret Keene
Group Creative Director, Head of Copy: Barton Corley
Group Creative Director: Jeff Beberman
Creative Director: Peter Vattanatham
Creative Director, Writer: Aroon Mukhey
Creative Director, Writer: Bryan Carroll
Writer: Jeff Gonick
Writer: Sean Vij
SVP, Director Of Production: Lisa Setten
VP, Executive Producer: Alli Taylor
Senior Producer: Nicole Schofield
Associate Producer: Lexie Kaback
VP, Group Account Director: Javier Passerieu
Account Director: Bryan Reugebrink
Account Supervisor: Caroline Hanley
Account Executive: Shannon Stucke
VP, Strategic Planning: Anna Vlajkovic
Associate Director of Business Affairs: Davina Turnbull
Music Producer / Business Manager: Danica Bates
Business Affairs Manager: Nickie Kolb

Production Company: Epoch Films
Director: Jill
Director of Photography: Rachel Morrison
Prod Co Executive Producer: Mellissa Culligan
Line Producer: Martha Davis

Editorial Company: Cabin
Editor: Chan Hatcher, Graham Turner, Lucas Spaulding
Assistant Editor: Lauren Brown
Editorial Producer: Michelle Dorsch
Editorial Executive Producer: Carr Shilling

Color Grade Company: Company3
Color Grade Artist: Stefan Sonnenfeld
Color Grade Producer/Supervisor: Katie Andrews

Music Supervisor: Buzzy Cohen

Sound Design Company: Formosa
Sound Desiger: John Bolen
Mix House: Formosa
Mixer: John Bolen
Assistant Mixer: Aiden Ramos
Audio Executive Producer: Lauren Cascio

@TLStanleyLA T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.