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Uptight about making that perfect Martha Stewart Thanksgiving dinner? Relax. Imperfection can be as appetizing as those unsprayed apples and papayas at Whole Foods.
That's the underlying message in the first work for the grocery retailer from Olson in Minneapolis, which picked up the store's Midwestern account (covering seven states, including the metro areas of Chicago, Minneapolis, Des Moines, Iowa, and Detroit) earlier this year. The holiday campaign's whimsical graphics and typography befit Whole Foods's eclectic image.
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