Person holding a roasted chicken with herbs and vegetables in a baking dish.

Whole Foods Market Holiday Campaign

Objective

The objective for this holiday campaign was to develop a comprehensive and visually engaging holiday campaign that enhances the shopping experience for the Whole Foods Market customers, driving sales and brand affinity during the peak holiday season. We created a multi-faceted campaign that integrated across various marketing touchpoints. This ranged from art directing a photo shoot for the months of November and December to creating monthly holiday guides to give inspiration to the Whole Foods Market shopper with fun tips, ideas, and inspiration. Including a centerfold of the Global Meat Buyer, Theo, which was featured on Huffington Post.

Capabilities

Art Direction

Campaign Design

Content Creation

Digital Media

Environmental

Illustration

Photography

Print Collateral

A selection of different glasses filled with red wine, champagne, and white wine on a tray with assorted nuts, cork, and an ice-filled bucket with a champagne bottle.
Stack of crispy potato latkes on parchment paper with a spoon of applesauce on the side.
Chopped sweet potato on a wooden cutting board with arugula, a purple onion, radishes, honey dipper, bowl of salad, ground pepper, and spoon.
Pumpkin pie with missing slice beside apple-topped pie slice on plate with caramel sauce jar.
Four plates of roasted Brussels sprouts placed on a dark textured surface, each garnished differently with nuts, cheese, or greens.
Assorted cheeses, crackers, nuts, and chutney on a wooden board.
Roasted chicken stuffed with herbs and vegetables, served on a plate with carrots and onions, accompanied by a bowl of Brussels sprouts.
Cooked prime rib roast on a wooden board with a carving fork, fresh herbs, and a jug of sauce in the background.
Oranges and peels on wooden board with knife and towel.
Plate of green beans with pistachios and orange zest garnish on a white dish, with oranges in the background.
Thanksgiving-themed magazine cover by Whole Foods Market, showing a pie chart made of slices of pie and graphics with text about holiday tips and recipes.
Man in butcher's attire holding meat, standing against a dramatic sky backdrop.
Magazine spread promoting holiday food options. Left page features stylized text promoting ordering holiday meals, with phrases like 'order your way to an easier holiday' and 'fresh turkeys.' Right page suggests building a custom Brie cheese platter with toppings like Marcona almonds and cherry spread, showing a Brie wheel on a plate and small bowls of toppings.
Cookbook page with recipes for oven-roasted Brussels sprouts and variations including cranberry pecan, rosemary parmesan, and Brussels sprouts with kale salad.
Illustration of ten types of pears with descriptions and a text passage about Beaujolais Nouveau with a wine bottle graphic.
A December 2012 calendar poster from Whole Foods Market featuring daily holiday-themed tips and activities. It includes festive decorations and suggestions like making friends with butchers, holiday movie nights, and DIY gift ideas. The calendar promotes holiday order placements for roasts, ham, entrees, sides, appetizers, and desserts.
Magazine cover featuring a gingerbread man with tattoos, labeled "Batter to the Bone Dough Boy", on a rustic background, with Whole Foods Market branding and social media icons.
A magazine spread featuring holiday-themed content. The left page is titled 'Joy to the Table' with a table of contents highlighting sections on meat, pear & sweet potato latkes, sweet solutions, drinks, gift guide, and online ordering. The right page displays a selection of cheeses, including Rogue Creamery Rogue River Blue, Vermont Creamery Bonne Bouche, Hervé Mons St. Soleil, and Isigny Sainte Mère Mimolette, with suggested pairings. The theme is festive and culinary-focused.
The image displays the words "Sweets on Earth" spelled out using various types of sweets and cookies. Each letter is creatively composed of different treats, such as chocolates, cookies, and candies. The word "on" appears inside a decorative tin. The overall theme highlights a playful and artistic arrangement of dessert items.
A two-page spread with Thanksgiving cooking tips and recipes. The left page features sections titled 'Go Ahead, Get It Twisted,' 'Have Turkey Will Travel,' and 'Seasoning with Butter.' It suggests adding unique flavors to traditional dishes. The right page includes 'The Aftermath,' offering ideas for post-Thanksgiving meals and using leftovers, with sections 'Beyond Cold Turkey' and 'Post-Feast!' offering tips for managing meals and leftovers. The design is orange with decorative illustrations.
Magazine spread featuring instructions for steam-frying and a recipe for roasted sweet potato salad. Left page details steam-frying steps: high heat, rapid motion, and no fat. Right page shows ingredients like sweet potatoes, arugula, and spices for the salad, with a photo of a bowl of the finished dish.
Satsumas on a wooden surface with peeling tools and zest. Instructions for zesting delicate-skinned satsumas using a vegetable peeler and finely chopping. A dish of finely chopped zest is displayed. A knife is also present. An inset image shows a dish of green beans with mint and satsumas. Health.com is mentioned for a recipe location.
Image of a recipe for Pear and Sweet Potato Latkes showing ingredients like grated sweet potatoes, eggs, onion, pear, flour, nutmeg, and cooking instructions, alongside a photo of the finished latkes stacked on a plate.
Double-page spread from a magazine featuring cookie-baking tips and gift ideas in jars. Left page includes five tips with illustrations of hands making cookies. Right page shows 'Easy Gifts in Jars' text with suggestions like spiced nuts and soup mix, set against a pine branch background. Red and brown font used throughout.

Creative Direction: Jill Visit

Art Direction: Rachel Landers

Illustration: Jon Contino & Rachel Landers

Photography: Peter Yang & Ha Lam

Copywriter: Jennifer Cheng