Whole Foods has always been for me one of those stores that I internally role my eyes at. This is totally unfair of course. I’ve never been into a Whole Foods and my attitude towards the store is based solely on the people I know who shop at the organic specialty foods store. Apparently the negative sentiment towards Whole Foods is spreading. For the first time since the company’s conception Whole Foods will be releasing a national marketing campaign.
The campaign is said to be in response to disappointing sales, which are said to be the result of an increase in competition. With rivals such as Kroger and Walmart starting to sell organic products at much lower prices many of Whole Foods customers are beginning to shop elsewhere. Considering that this is not the first time Whole Foods has been critiqued for its high prices I would say that the overall message of their new campaign is very smart. Stressing the quality of their food and making it a point to say the price of the food is well worth it.
With that said I still doubt that I will ever shop at Whole Foods. I am on a limited income after all. Whether the new ads will make a difference in Whole Food’s sales or not is anyone’s guess.