Working with Whole Food’s in house agency team over multiple years, in London and Boston offices, I conceptualized and developed a repositioning campaign to align with the organization’s desire to change consumer perception. Whole Foods had gained a reputation of quality at a high price. I led a conceptual initiative in which I interviewed members of the Whole Foods team and the public to write radio, print, direct response and outdoor materials that offered the general public its first glimpse of a ‘kinder, gentler, consumer-focused’ company.
As their go-to writing resource, I wrote articles and content for several Whole Foods magazines and provided stories and managing editorial work for London’s first Whole Foods publication.
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