Challenge
In the hypercompetitive grocery industry, Whole Foods Market looked to reclaim its leadership position as an innovative brand that is pushing the industry towards a more sustainable future with the goal of nourishing people and the planet.
Reclaiming Whole Foods’ industry innovation position through executive visibility
Approach
- Built each executive’s public profiles across leadership – new CEO and strong bench of SVPs
- Developed ownable “swim lanes” and strategies for each executive that tied to their roles i.e. sustainability, culinary s, quality standards, etc.
- Each initial strategy contained a mix of low-risk earned media opportunities (trade media, podcasts, etc.) and thought leadership LinkedIn content
- Leveraged LinkedIn content to get each executive more comfortable with publicly sharing their unique POVs
Impact
- Raised each executive’s public profile in their respective industry with media like Bloomberg and CNBC now proactively reaching out for commentary on industry news and invites to some of the biggest industry stages like Milken Institute to Future Food Tech
- Grew each executive’s LinkedIn followers by more than 500% in two years
- Reached Top Voice status for Jason on LinkedIn