whole foods deck

20
are you hungry for better?

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Page 1: Whole Foods Deck

are you hungry for better?

Page 2: Whole Foods Deck

agenda

2

the whole foods brand

partnership overview

on-air

digital

social

questions

Note: Concept creative and execution details subject to change pending programming, production, editorial, legal, and talent approval. Production costs apply; exact costs pending final creative. Talent costs apply; exact costs TBD pending final creative.

Page 3: Whole Foods Deck

the whole foods brand

Page 4: Whole Foods Deck

about whole foods

4 Note: Concept creative and execution details subject to change pending programming, production, editorial, legal, and talent approval. Production costs apply; exact costs pending final creative. Talent costs apply; exact costs TBD pending final creative.

More than 435 stores throughout the U.S., U.K., and Canada

“100 Best Companies to Work For” by FORTUNE magazine for 18 consecutive years

8th largest food and drug store in the U.S.

Committed to:

Selling the highest quality natural and organic products available

Supporting sustainable agriculture

Nourishing and satisfying it’s customers

Page 5: Whole Foods Deck

5

embody Whole Foods’ core values

interested in keeping their family healthy

& happy

do no harm to the environment

support their local communities

target audience

Page 6: Whole Foods Deck

campaign overview

6

Whole Foods’ goal is to change consumer perceptions of

the chain in order to drive more sales over the long term.

To do so, they will clearly show consumers the benefit to

their standards, breaking down the misperceptions

around value, allowing a much larger set of consumers to

feel comfortable shopping with the chain.

Note: Concept creative and execution details subject to change pending programming, production, editorial, legal, and talent approval. Production costs apply; exact costs pending final creative. Talent costs apply; exact costs TBD pending final creative.

Page 7: Whole Foods Deck

partnership overview

Page 8: Whole Foods Deck

8

the idea In 2016, we expect our public transportation to

include leather interior and complimentary

water bottles, all clothes to be made of the

highest quality materials, all TV episodes to be

available online right away.

We hold such high standards for everything

else in life, why not our food? As one of the

critical elements of survival, its time we raised

our expectations.

Note: Concept creative and execution details subject to change pending programming, production, editorial, legal, and talent approval. Production costs apply; exact costs pending final creative. Talent costs apply; exact costs TBD pending final creative.

Page 9: Whole Foods Deck

concept

9

on-air

digital

social

Secret Guide to Fabulous product and brand integrations

3x :30 custom cobranded vignettes featuring Nicole and Ronnie

4x :60 “Tasty” cooking demo custom cobranded videos using Whole Foods

ingredients

Snapchat Discover ad takeover

Snapchat Discover maze and to-do-list integrations Note: Concept creative and execution details subject to change pending programming, production, editorial, legal, and talent approval. Production costs apply; exact costs pending final creative. Talent costs apply; exact costs TBD pending final creative.

Page 10: Whole Foods Deck

why nicole As one of MTV’s comedy icons and

known for her enthusiastic, outlandish

commentary, Nicole is perfect for the

campaign. She’ll represent those with

high standards who have made

luxurious amenities a part of their

daily routine, forgetting to include

their diet in the mix.

10

Note: Concept creative and execution details subject to change pending programming, production, editorial, legal, and talent approval. Production costs apply; exact costs pending final creative. Talent costs apply; exact costs TBD pending final creative.

Page 11: Whole Foods Deck

why ronnie Ronnie is Logo’s resident food

expert and fine dining master. His

combination of culinary expertise

and impeccable style makes him

the perfect opposite to Nicole,

educating her on the benefits of a

nutritious and high-standard diet.

11

Note: Concept creative and execution details subject to change pending programming, production, editorial, legal, and talent approval. Production costs apply; exact costs pending final creative. Talent costs apply; exact costs TBD pending final creative.

Page 12: Whole Foods Deck

on-air

Page 13: Whole Foods Deck

13

on-air: secret guide Integrations in Logo’s Secret Guide to Fabulous

in-show integrations with recipes and pairings

driver to custom video playlist

Note: Concept creative and execution details subject to change pending programming, production, editorial, legal, and talent approval. Production costs apply; exact costs pending final creative. Talent costs apply; exact costs TBD pending final creative.

Page 14: Whole Foods Deck

on-air

14

custom vignettes 3x :30 custom vignettes featuring Nicole and Ronnie

Using the tagline, “are you hungry for better?”

Uber and public transportation standards

TV streaming standards

Clothing quality standards

Note: Concept creative and execution details subject to change pending programming, production, editorial, legal, and talent approval. Production costs apply; exact costs pending final creative. Talent costs apply; exact costs TBD pending final creative.

Page 15: Whole Foods Deck

digital

Page 16: Whole Foods Deck

digital

16

4x :60 custom Tasty-style videos featuring

Ronnie and recipes for food we spend money

on in restaurants because of their “quality,” but

when homemade, are better for you and taste

just as delicious

homemade granola bars, acai bowls,

avocado toast, sangria with fresh fruit

tasty videos

Note: Concept creative and execution details subject to change pending programming, production, editorial, legal, and talent approval. Production costs apply; exact costs pending final creative. Talent costs apply; exact costs TBD pending final creative.

Page 17: Whole Foods Deck

social

Page 18: Whole Foods Deck

18

social Total Snapchat Discover takeover

ad takeover

integrations for maze graphic

integrations for to-do-list graphic

snapchat

Note: Concept creative and execution details subject to change pending programming, production, editorial, legal, and talent approval. Production costs apply; exact costs pending final creative. Talent costs apply; exact costs TBD pending final creative.

Page 19: Whole Foods Deck

19

social snapchat

“Get the ingredients

into the bowl!”

“Pick up fresh fruit ice

pops from Whole

Foods to beat the

heat this weekend!”

Page 20: Whole Foods Deck

thank you!