Whole Foods Market, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Whole Foods Market, Inc., headquartered in Austin, TX, is a food retailer of natural and organic products. The company conducts its business through various wholly owned subsidiaries and has a product selection of perishable foods and most of its products are from natural food vendors. It operates stores in the United States, Canada, and the United Kingdom.
|Main Telephone||(770) 667-8878|
|Main Fax||(770) 772-9050|
Whole Foods Market, Inc. ContactsContacts (5/40)
|John M.||Chairman & Co-Chief Executive Officer||TX|
Sample of Associated Brands
|A.C. G.||President & Chief Operating Officer||TX|
|Glenda F.||Executive Vice President & Chief Financial Officer||TX|
|Jason B.||Executive Vice President & Chief Information Officer||TX|
|Jeff T.||President - 365||TX|
|Whole Foods Market||*******|
|365 Organic by Whole Foods||*|
|Health Starts Here||*|
|*** ******* ** ***** *****||********||Creative||unknown||present|
|***** ***** ******||*** ****** *****||public relations||2002||present|
|***** ***** ******||*****||digital, public relations, social||2012||present|
|***** ***** ******||********||Media Buying, Media Planning||2017||present|
|***** ***** ******||***** **************, ***.||Public Relations||2016||present|
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Score 55 – Close Watch: Whole Foods putting ‘marketing muscle' behind digital, radio in 2016
Subject: digital, social media, out-of-home, mobile, experiential, radio
Company: Winmo), the Austin, Texas-based organic and natural product supermarket chain
Opportunity: During the Q2 earnings call, COO AC Gallo mentioned that Whole Foods is raising marketing spend for the second half of the year.
In Q2, Whole Foods “ramped up” national promotions and marketing around its perishable departments – specifically citrus and organic strawberries. Gallo mentioned that Whole Foods’ saw a “phenomenal” lift because of the national marketing, so sellers should look for similar campaigns/promotions in H2 (Whole Foods’ fiscal year ends in September).
Whole Foods is also adding features to its mobile app, inclusive of the digital coupons it is rolling out in certain markets (national rollout will follow). Co-CEO John Mackey said the company purposefully designed the roll out to be “slow and steady” so the company could learn from it and see what people really respond to. To support both digital coupons and the price lowering, Mackey said Whole Foods will “ramp up” marketing.
Specifically, radio and social media will continue to play a role in Whole Foods’ strategy and the company will also experiment with direct mail as “the next big step.” Mackey added: “Just lowering some prices here and there and doing some promotions, if people don’t really know about them, we’re not going to get the full effect.” Therefore, he said, Whole Foods will “have the marketing muscle behind a lot of what we are doing.”
Co-CEO Walter Robb also noted that a more broad-based marketing strategy will launch once more data becomes available. The retailer expects to gain much insight from the launches of the value, millennial oriented 365 by Whole Foods stores (research here) and a national affinity program.
Earlier this year, Whole Foods’ CMO Jeannine Davis D'Addario left the company (more here). Therefore, agency readers should be engaging with marketing decision makers in anticipation of a new marketing lead. Since much of Whole Foods strategy will rely on data not collected yet, there should be plenty of time to make a lasting impression. Sellers – be on the lookout for digital and radio dollars through September (both regional and national). The focus should be on millennials and the company’s new 365 by Whole Foods format and affinity programs.
According to The List, Omnicom's launched in late 2014.
365 by Whole Foods Launch: The company's new, lower price concept – here.
National TV Breakdown: According to iSpot.tv‘s charts for 2015 show/channel targeting.
For 2015, Whole Foods spent $2.2 million on national TV ads – this is a sharp decrease from the $13.9 million spent in 2014 (remember, this is when the first national campaign was launched). See iSpot.tv‘s charts for 2015 show/channel targeting.
Digital Breakdown: So far in 2016, Whole Foods has run 472 display ads on 1,588 publishers (3% mobile), Moat reports. Top ad destinations have included news12.com, patch.com, dnainfo.com, opentable.com and ctpost.com (46% placed site direct versus programmatically). Whole Foods has also run 139 high impact ads this year (almost all standard) on a number of regional news sites, such as News 12 – The Bronx and CBS – Chicago.
For 2015, Whole Foods ran 874 display ads on 3,846 publishers, according to at (26% mobile). Top ad destinations included news12.com (The Bronx), mycentraljersey.com, app.com, thepioneerwoman.com and seriouseats.com (50/50 site direct/programmatic mix).
550 Bowie St.
Austin, TX 78703
Executive Director, Marketing
Senior Director, Marketing – 365 by Whole Foods
Vice President, 365 by Whole Foods