Whole Foods tries national ads for first time

Whole Foods Market is talking the talk coast to coast.

The nation's largest natural and organic chain on Monday announced plans to roll out its first national advertising campaign. The move comes as it faces slowing growth, a stock price decline and increasing competition from the likes of Safeway and Walmart.

Slogan for the campaign that begins airing today: "Values matter."

Yes, that's an intentional pun. On one level, the term value refers to price. The chain that some love to label "Whole Paycheck" is working hard to convince shoppers that, when all values are considered, its prices can be seen as reasonable. At the same time, the chain, which has 381 U.S. stores and annual sales of $13 billion, is more broadly referring to the social and ethical values it uses in stocking its shelves.

If that sounds familiar, that's because some other familiar brands, like Chipotle and Panera, have tried to talk a similar talk in their socially responsible ads. The new Whole Foods campaign, by the New York agency Partners & Spade and estimated at $20 million, will be on TV, in print and online.

"Whole Foods Market has been subtly telling our story for decades, and now is the time to overtly communicate what we've spent more than 35 years creating as change agents in the food world," said Jeannine D'Addario, Whole Foods Market's new global vice president of communications, in a statement.

The new ads discuss value in broad terms. In essence, the ads suggest, the Whole Foods shopper can feel confidence about where their food comes from and how it was grown. A narrator in one of the TV spots makes that clear by noting: "To us, value is inseparable from values."

The ad theme plays to the heart of founder John Mackey's favorite catchphrase: conscious capitalism. meaning that one can make money and be thoughtful at the same time. The new ad notes: "We want people, and animals, and the places our food comes from to be treated fairly."

Different documentary-style spots give nods to the chain's sustainable seafood standards, animal welfare ratings and its new "Responsibly Grown" produce ratings programs. The ads feature supplier partners – including farmers, ranchers and fishermen – along with Whole Foods Market customers and employees.

One brand guru says the campaign will serve to invigorate current Whole Foods customers but, likely, turn off people who don't share the brand's values. Folks who love Whole Foods will watch the ads and "love it even more," says Toby Southgate, CEO at The Brand Union. But Whole Foods detractors, he says, "may hate Whole Foods a little more."

Whole Foods thinks it has reason to boast. Greenpeace ranked it as the top retailer for seafood sustainability. The Campaign for Safe Cosmetics named it the leading national retailer for personal care product. And Ethisphere chose it as one of the world's most ethical companies. Whole Foods was the first certified organic national grocer in the United States and was the only retailer named "America's Healthiest Grocery Store" by Health magazine.

"We believe Whole Foods Market has raised the level of food consciousness more than any other retailer," said Anthony Sperduti, co-founder and creative director at Partners & Spade, in a statement.