Two men, one with glasses and a bald head, and the other wearing a beanie, holding a large fish together in front of a painted mountain landscape background, with pine trees on either side.

Whole Foods Market Seafood Campaign

Objective

To spotlight Whole Foods Market’s industry-leading seafood standards, we developed a summer campaign focused on two key seasonal offerings: Swordfish and Salmon. The goal was twofold — educate customers on sourcing integrity and drive sales during peak grilling season.

We anchored the campaign in storytelling by highlighting the real people behind the seafood: the expert buyers. Through concept-driven studio photography, we gave a playful twist to the idea of “selecting” seafood, putting the buyers front and center to showcase the care, knowledge, and rigor that defines Whole Foods’ sourcing process.

The campaign delivered strong results, exceeding sales goals:

  • 30% YoY sales increase for the overall campaign — doubling the 15% growth goal

  • 13.5% lift in Salmon transactions

  • 30% lift in Swordfish transactions

These outcomes reflect the power of pairing thoughtful storytelling with clear product value — driving both engagement and conversion at shelf.

Capabilities

Art Direction

Campaign Design

Content Creation

Digital Media

Environmental

Illustration

Photography

Print Collateral

Text that reads 'Harpoon-Caught Swordfish' in yellow font on a black background.
Man on a boat holding a large fish with a blue ocean and sky in the background.
A man standing on a boat holding a swordfish by its bill. The swordfish is large with a long, pointed bill, and the man is wearing yellow waterproof apron and dark clothing. The background shows water and cloudy sky, with text overlay promoting sustainable fishing and knowledge transfer.
Digital display in a grocery store showing a promotion for Harpoon-Caught Swordfish, with an image of a man holding a spear and a large fish in the background.
A promotional poster for harpoon-caught swordfish with a picture of a man holding a fishing rod and a large swordfish hanging from it inside a seafood section of a grocery store.
Sign with a marlin fish illustration and text reading 'Harpoon-Caught Swordfish' with a tagline 'Time-Honored Skills - Generation to Generation.' Below, a yellow warning states, 'Only mature swordfish caught one by one to avoid by-catch.' Whole Foods Market logo at the bottom.
Three recipe cards for swordfish dishes with summer vegetables, including grilled swordfish tacos, swordfish with summer vegetables, and information on harvesting swordfish.
Text graphic that says 'wild-caught ALASKA SALMON' with a 3D effect and orange and black colors.
Red ribbon banner with white and black text that reads "They pick your fish."
Two men in outdoor gear, one holding a large fish, are posing in front of a painted mountain landscape backdrop with trees and dry leaves on the ground.
Two men, one standing and one kneeling, holding a large fish. The background shows a painted landscape with mountains, clouds, and trees. There is a Christmas tree on the left, and two pairs of rubber boots on the ground. Text overlays indicate information about Alaska salmon and fish selection, and the Whole Foods Market logo is at the bottom.
A digital store display screen advertising wild-caught Alaska salmon from Whole Foods, with an image of two men holding a large fish, in a store setting.
A store interior featuring a seafood section and a promotional display poster for Keith and Anthony, two fishermen holding a fish against a mountain landscape background.
A sign with an orange background promoting wild-caught Alaska salmon, stating that the port buyers spend four months in Alaska to hand-select the highest-quality salmon, and featuring the Whole Foods Market logo at the bottom.
Three recipe cards from Whole Foods Market, featuring grilled salmon, avocado salmon salad with kale, and wild-caught Alaska salmon.
Various fresh fish fillets on display at a grocery store, including salmon and halibut, with price tags and promotional signage for Alaska salmon.
The exterior of a Whole Foods Market grocery store with a prominent green sign, flower displays, and promotional banners in an outdoor setting.

Creative Direction: Jill Visit

Art Direction: Rachel Landers & Jeremy Joyner

Illustration: Rachel Landers

Photography: Peter Yang

Copywriter: Jennifer Cheng

Back to Projects