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Whole Foods Market

Play at Full Health

Whole Foods needed to penetrate a new audience segment. Who would benefit more from a healthier diet than gamers? Gamers are notoriously known for eating junk. And here’s the tension: to them, gaming isn’t a game. It takes focus, endurance, and stamina. This positions Whole Foods as the perfect brand to fuel their play. Because when you eat better, you have the energy to play better. 

Twitch/YouTube



Print and OOH

Print and OOH are mediums gamers embrace when it comes to news and game releases in the community. We embraced the styles and languages of the most popular games to convey the benefit of shopping at Whole Foods. Gamers will instantly recognize the reference and won’t need any explaining. But if you’re not a gamer, I included reference pics to help show the vision. 👍

Reference: 


Gamers have been tirelessly waiting for GTA 6 for 13 years.

Reference:


When a character gets “nerfed” by the developers, they get drastically weaker. Don’t do that to yourself by eating trash.

Reference: 


All hail Steve! For he defeated the enderdragon by eating countless drumsticks and apples.

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Dark Souls is known for being brutally hard. When you’re not dying and starting over, you actually get to play.

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In this game, your worth as a human being is based solely on your K/D ratio.

Reels/TikToks

We’ll meet gamers where they are and in their style of content. As these will be posted using Whole Foods’ social pages, they won’t have a traditional endcard in order to be more native to social media.







In-game

Fortnite
During a game, you can find a Whole Foods fully stocked with slurp juice, bandages, and other power-ups.


Mario Kart
Certain items in the physical Whole Foods store, like bananas or mushrooms, will have a new QR code on them. Upon purchase, you can redeem the code to start a race in Mario Kart with that specific power-up. This helps gamers experience the benefits of playing at full health while also getting them in the store. These Easter Eggs will be discovered organically and through paid influencers like Markiplier.


The Power-Up Pack

Gamers are big into special edition release packaging and convenience. So, we created the Power-Up Pack, a strength boosting essentials kit they can get delievered to their door without pressing pause.



E-Sports Collaboration

Whole Foods be the first brand to host the E-Sports Championship, equipping gamers with fuel stations as they play.



AD: Adam Cheney CW:)

I hope you’re having a great day.