Whole Foods Program Encourages Shoppers to 'Taste the Mediterranean'
What’s new: Whole Foods Market offered shoppers recipe inspiration with a focus on Mediterranean cuisine from Feb. 26 to March 11.
What we saw: An endcap employed a “Taste the Mediterranean” message to group together De Cecco pasta, Graza olive oil and Tonnino tuna. A shelf blocker and price labels offered discounts on the SKUs. Digital stanchion signs positioned near store entrances encouraged shoppers to “save on essential Mediterranean flavors” and depicted SKUs from De Cecco, California Olive Ranch, Campbell’s Rao’s, Nestle’s San Pellegrino and Blue Zones Kitchen.
Social media support: Whole Foods partnered with cooking influencer Alina Prokuda to introduce the campaign with a Feb. 24 video posted on Instagram and TikTok. The retailer also used a March 5 post to offer suggestions for a mezze spread including private label 365 by Whole Foods feta cheese, Angel Bakeries pita bread, Zahav Foods hummus and Frankies 457 olives. Zahav shared their own hummus recipes on Instagram in a March 7 post plugging the sale.
What else: A Taste the Mediterranean page within WholeFoodsMarket.com highlights private-label and prepared foods along with SKUs from Bertagni and Zahav Foods. It also offers brand-agnostic recipes for dishes including Moroccan vegetable tagine with lemon couscous and fava bean hummus.
More context: Whole Foods also ran a Taste the Mediterranean event in March 2024, working with influencers and brands to develop recipes and plugging the sale in stores with signage.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
