Save 365 With Private Brands at Whole Foods

Whole Foods Private Brand Signage
Image via The Instore Marketing Institute

The Instore Marketing Institute has published a field report on Whole Foods Market. The report details the instore marketing efforts of the retailer including a variety of signs to present messages about saving time, money and the environment by choosing pre-made meals, selecting Private Brand products and buying in bulk.

According to the article:

The alternative supermarket chain is using ceiling signs and outdoor banners to promote pre-made holiday meals, which can be ordered in stores or online. Window posters also tout the meals, and direct shoppers to a microsite containing videos about holiday decorating, meal preparation, party planning and gift ideas. Throughout the store, ceiling signs adorned with snowflakes deliver an “all things good” message and carry references to the chain’s website.

Elsewhere, Whole Foods is using two themes to push Private Brand products, touting the savings gained from buying store-brand milk, fruit and potato chips and the environmental impact of choosing bulk SKUs with minimal packaging.

Read the entire field report.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.