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.