Whole Foods Touts Holiday Meal Solutions

Whole Foods Market is employing a variety of signs to present messages about saving time, money and the environment during the holidays by choosing pre-made meals, selecting private-label products and buying in bulk.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-label 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. (See Image Gallery at right.)Marketing ActivityThe chain's holiday marketing campaign included a regional contest in the Midwest awarding a $129.99 gift card to be used for a "deluxe holiday dinner package." Entrants nominated recipients by describing why they deserved the prize in 30 words or less. Entry was online Dec. 1-11. The contest awarded gift cards to four winners in each of 30 stores located in Minnesota, Wisconsin, Nebraska, Illinois, Indiana, Missouri and Michigan. Whole Foods ran the same promotion from Nov. 2-13 for Thanksgiving.In other seasonal activity, ceiling signs advise shoppers to prepare for winter by purchasing such products as vitamin C, hot beverages and hand sanitizer.The chain this month launched a microsite accessible to consumers with web-enabled mobile devices. The site offers more than 2,000 recipes, store information, current specials and a calendar of events.Cause MarketingPosters combine the savings and sustainability themes by offering 10 cents off receipts for each reusable bag presented at checkout.

Whole Foods Touts Holiday Meal Solutions

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