Whole Foods Readies Bodies for Summer

Whole Foods Market wants to make more consumers aware of the product selection in its Whole Body department through a "Ready for Action Week" promotion.Individual stores are showcasing active living products from June 24-30 through a variety of activities including yoga classes, fashion shows, sampling, giveaways and nutrition lessons.“This week we’ll be highlighting products that support healthy lifestyles for various kinds of shoppers, whether it’s a person looking for supplements that support hydration and energy, or a family who just wants to stay safe in the sun,” executive global Whole Body coordinator Maren Giuliano said in a media release.The core of the effort is a $12 limited-edition "Ready for Action" bag released at 10 a.m. on June 27. Made by RIJI Green, a Centreville, VA-based manufacturer of bags and wallets that donates a portion of its proceeds to nonprofits that combat human trafficking, the bags contain products from Boiron's Arnicare, Goddess Garden, Aubrey Organics, Amazing Grass' Amazing Meal, Garden of Life's Perfect Food, Hain Celestial Group's Spectrum Essentials, Nuun & Co., and Colgate-Palmolive's Tom’s of Maine, plus a recipe book from Spectrum and three unspecified coupons. The estimated retail value is $50.Stanchion signs promote the bags in stores. Prior to the bags' release, the displays also included floorstands previewing the bag's contents and a counter card that counted down the days until it was available. The retailer also attempted to build anticipation through blogger engagement and a June 17 post in its Whole Story blog. A concurrent email ad linked to the post. Individual stores supported the campaign through Facebook and Twitter updates.The first-time effort is very similar to the "Beauty Week" campaign Whole Foods ran in March to highlight its health & beauty department.

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