INSURING AMERICA’S FAVORITE MEAL

INSURING AMERICA’S FAVORITE MEAL

Whole Foods Market, IP Inc. is a multinational supermarket chain selling organic, natural, local, additive-free, and specialty food items. Whole Foods is the premier conscious-minded grocer in the U.S.

INDUSTRY

PRACTICE AREA

Brand Partnership
Social & Digital Strategy
Media Relations

Partnership Goal

Whole Foods was looking for a way to drive in-store traffic during the Thanksgiving holiday while maintaining COVID safety protocols. The company was interested in selling turkeys without driving large crowds or long lines in their stores by promoting early shopping.

The MWW team leaned into the insight that more first-time cooks and individual households would be celebrating than ever before due to COVID restrictions and devised a plan to boost sales and encourage early turkey purchases.

Partnership Goal

Whole Foods was looking for a way to drive in-store traffic during the Thanksgiving holiday while maintaining COVID safety protocols. The company was interested in selling turkeys without driving large crowds or long lines in their stores by promoting early shopping.

The MWW team leaned into the insight that more first-time cooks and individual households would be celebrating than ever before due to COVID restrictions and devised a plan to boost sales and encourage early turkey purchases.

MWW APPROACH

MWW created the “Thanksgiving Turkey Protection Plan” in partnership with Progressive Insurance, to persuade customers to shop early by guaranteeing a refund for anyone who shopped early and experienced a turkey fail on Thanksgiving Day. The MWW team built a microsite for shoppers to “submit a claim” with their Whole Foods receipt and photo of the turkey fail, created a co-branded launch video with Jamie from Progressive, and teased the news on social. The Protection Plan was supported with widespread media outreach to top-tier national news, food, and lifestyle outlets.

100%

positive sentiment and 84% key message pull-through across top-tier outlets

National placements on Today, The Daily Show, GMA, and Fox, among others

Most successful PR program in Progressive’s history

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