Advertisement

Client: Whole Foods Market

Headline: Our blue light special returns at 5:00AM.

Body: We believe in the individual. We believe in small independent fishermen who operate their own boats. They come back every morning to unload their catch and we're there to pick the best of it. Because that's what makes us who we are: our stores and our food.

Our aisles are wide, our floors are clean, and our selection's large but not gargantuan. Sure some of this comes at a premium when compared to sprawling supermarkets and mass merchandisers, but you're worth it. Forget bargain bins, crowded aisles, long check out lines and shelves and shelves of stuff you don't need. Whole Foods is different.

About: I created this campaign to position Whole Foods against its lower cost competitors. The ads play off the competitors' own marketing language to show that Whole Foods interprets the same language differently.