ART DIRECTOR                      DESIGNER                      PHOTOGRAPHER             

whole foods

A spec campiagn for Whole Foods.

Introdcucing #NoShameSpecialty, highlighting all the pain points someone shopping for a specialty item (i.e.: coffee, chocolate, cheese, beer or wine) might experience, especially lack of knowledge on the item. By making light of the situation we show that not everyone understands Speciality Items (luckily, Whole Foods does). Through print and online ads, social, outdoor, and in-store signage, we positioned Whole Foods as the place to go when you want Specialty, but need help. Included in the campaign is in-store classes on selecting and pairing Specialty Items, FAQs posted in Specialty sections, and a social video series introducing the basics of Specialty Items, further positioning Whole Foods as an expert and educator.

Team:
Art Direction/Design/Copy: Niamh Murphy and Chloe Johnson

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