Natural Channel Going Mainstream?
Wednesday, January 28th, 2015
We have already witnessed the nationwide rise in demand for organic products (as shown by the recent organic milk shortage), but how natural retailers are choosing to advertise and promote is also changing. Recent brand partnerships at Whole Foods and Sprouts have us wondering – are they going more mainstream with the types of promotions they are offering?
Along with their first national advertising campaign (launched in the Fall of 2014) Whole Foods ventured into the world of movie partnerships, a first for the alternative grocer. They partnered withThe Hunger Games: Mockingjay – Part 1andran a “Courage of One” contest which tied in with their Whole Planet Foundation. Promotional communication was posted on their Facebook page and customized juice cups at their in-store juice bars, and email blasts were sent out to shoppers.
Sweepstakes and retailer specific activations are also popping up. KIND bars are running a #kindawesome ski weekend getaway sweepstakes at Whole Foods and Sprouts. At Sprouts the promotion ran under “Every Meal is a Choice – Snack Healthy. Get Active. Be Kind”, with a paper entry form for the shopper to fill out and put into a wooden box at shelf. At Whole Foods, the promotion had a different spin, asking shoppers to text KIND to 81680 for the chance to win. Besides the entry mechanism being different, the tagline at Whole Foods read “Because you can’t make first tracks from your couch. Snack like there is a tomorrow.” The KIND display was also featured in the produce section at the entrance to the store, so it was impossible to miss.
The natural channel is an exciting, ever evolving space to watch with plenty of innovation and personality; we’ll be keeping our eyes open to see what pops up next.
Photo Source: ShopPicTM, Whole Planet Foundation