Whole Foods Market reached out to ashaINK to propagate the message of healthy eating through cooking. After initial conversation between ashaINK and Whole Foods PR, the objective was streamlined to implement a visually engaging content strategy aligned with their slogan of "Cook More Save More" and Whole Foods Kids Foundation's work.
Whole Foods Market has a brand positioning of fresh and organic but at a higher point. The latter being a recurring barrier to the consumption of fresh food, ashaINK created a content strategy to address that particular issue and created the content visually engaging to drive a desire to cook, in the viewer. Three blog posts were released over an five month period and engagement measured over 7 month period starting from the first post release.
60% of all @wholefoods tweets were recipes
The channels for the implementation were chosen to be inline with Whole Foods social Media strategy and social positioning. The most popular social channel for the company is twitter and we used its engagement statistics to define the implementation plan. With 60% of all tweets by Whole Foods are recipes, 85% of which image driven, we opted the medium of messaging as
- A series of comforting and family style recipes incorporating Whole Foods products
- Stunning, high resolution photographs
- Transparent pricing information on cost of meals.
Additionally, in order to maximise reach and conversion, the content release was timed with food search spike events, such as the Super Bowl. The choice of recipes were familiar meals with an exotic twist, making them relatable to restaurant dining at fractional costs.
Channels of Delivery: Blog, Twitter, Instagram
Add on Value: Giftcard Giveaway
The giveaway creates incentive to engage and share the content, creating brand lift for Whole Foods in association with the "Healthy Eating and Fresh Food" positioning.
Three recipe campaigns were launched oven a five month period and the measure of success was measured over an additional two month period. Total engagement time used was 7 months.
Through the combined digital strategy, the Whole Foods posts received over 97K impressions over the 7 month period with over 3,700 engagements including over 130 active engagements, comments, shares, likes and retweets.