This blog post will examine Wholefood’s effectiveness in content marketing throughout 3 different mediums (Blogs, Website, and Pinterest). We will examine its target audiences and the cohesiveness of its content.
Whole Foods is a grocery store chain based in the United States that is founded in 1980 by John Mackey in Austin, Texas (Ref ) . The company has 310 stores and employs around 62,000 people spread out across its locations in US, Canada and most recently, the UK. Whole Food’s points of difference (P-O-D) is their emphasis on supplying healthy, high quality, fresh and organic ingredients and their continued support for local farmers and social initiatives.
The company targets a multicultural and diverse audience, primarily working parents between the ages of 30-50 and are educated to a degree. Their secondary market are also professionals with mid to high level of income that is health conscious and lives within the city or suburbs.
Their product portfolio are similar to that of a regular grocery store but with the added selection of local, organic and healthy food alternatives.
Whole Food’s mission is to encourage its patrons and partners to preserve the environment sustainably, be mindful of health and nutrition, and promote social development.
The blog targets health conscious, fitness oriented individuals, mothers and working professionals. They are also environmentally conscious and fully believe that going to Whole Foods is not just a shopping trip but a lifestyle choice.
The content focuses on the use of articles and videos in order to highlight the ingredients that they sell in store but also in context of health and nutrition. As an example, in one of the blog posts Wholefoods talks about its cauliflower and presented a “…26 reasons to add cauliflower to your menu.” ( ref 3) article which includes an instructional video. Most of the articles and posts are centered around the products they offer and are varied based on what’s currently in season.
The message is that there are a lot of ways we can utilize these fresh and high quality healthy ingredients. As depicted in several of their articles such as “ Top 5 healthier cooking techniques”(Ref 4) and “ Top 6 Gluten-Free Recipes” (ref 5) , the message they are trying to convey is a wholesome way of life and the first step starts with food.
Through this medium, the company encourages individuals to purchase these highlighted food products through their store and to try out their suggestions based on the articles. Be it cooking several gluten free meals (with ingredients that are of course available in their product portfolio) or creating a supercharged smoothie.
The content is effective for a lot of reasons but mainly because it serves as a way for individuals to think more about the food they purchase and consume. The company is creating a persona of wholesomeness and this blog serves as a conduit to reaching that goal. In a way, the blog represent a benevolent factor in reaching their target. They are trying to serve the consumers in more way than one other than selling them good quality food products.
The content in the blog exemplifies their message and serves as a great way to reach individuals across different segmentations. People who shop in Wholefoods are geared towards living a healthier lifestyle and this blog helps them achieve that.
The target audience for their website are health conscious millennials, professionals, in the middle to upper class. Men and women (more women) within the age range of 22- 40.
The website features several content that are atypical to regular websites of grocery store chains. It features articles and social media posts that are consistent with their brand message and highlights not only the product that they sell but also relevant articles that promote their message. All of this goes under their top headings, People, Planet and Food with call to actions such as “learn” and “do”.
In comparison to the blog, the messages presented in the website focuses on its partnerships and environmental sustainability. The company pride themselves in their strong partnerships with local farmers and producers. Food sustainability programs and their quality control are the bedrock of the business and it’s frequently shown in the website. The message they are trying to send to its customers is that they are a company that believes food doesn’t end at the register during checkout, it goes beyond that and goes further back. Whole Foods is an organization that gets people and its community involved and take pride in knowing they are creating an ecosystem of sustainability.
The main call to action that this brand wants to deliver through their website is for people to shop their groceries online, check out recipes , learn about its people , food products and the planet and lastly for consumers to get involved.
The content is also effective because it doesn’t stop at selling, it is storytelling and it is a powerful medium. Wholefoods became an advocate for all that is fresh, healthy, nutritious and environmentally friendly through their content.
The website absolutely works together to build its brand persona as it serves as an extension to its other mediums and outlets. It cross links the blog and social media posts really well and presented it as a one stop shop for information.
This medium targets health conscious mothers and fitness oriented individuals. There is somewhat of an overlap between this target audience and the blog as the two mediums are closely related. Pinterest’s organic demographic are 81% female and of that the median age is 40 so we can assume that this is also the target Whole Foods are trying to reach ( ref 2 )
Whole Food’s Pinterest account centers on recipes as their primary content. This is a great way to focus their message as they try to shape the way we think about food and also lifestyle. The company uses the content to help us visualize food in a healthier way and thus supports their overall message.
The overarching message is that healthy foods does not necessarily mean bad tasting. They are simple to cook and are good for the body so long as you use great ingredients (which of course Wholefoods sell).
Whole Foods ultimately wants the individual to utilize these recipes and to make great nutritious and healthy meals. The content is effective because they cover a wide variety of meal types and food products and also non-perishable goods such as hair and body products, which the company also provides in their stores. It features everything from smoothies, breakfast to gluten-free holiday recipes.
The various pieces of content works together really well as it portrays a consistent message for the Wholefoods brand. It is filled with lifestyle based information and is a great way to support their persona.
All in all, the company fully exemplifies and communicates its purpose and values really well between the different mediums. The message and vision of the company is highlighted throughout the blog, website and Pinterest and is shown through its content. This is a great example of a company that not only have good content but a mission that is wholesome and easily relatable. The content frequently ask consumers to join them and to take a part in their mission to live a better more healthier life and also to support the community around them by fostering better relationships. The benevolent factor embodied throughout the different mediums also support their message and personifies the brand in a deeper way. It creates an image of a brand that is focused on healthy, vegan, organic, natural and vegetarian lifestyles. Thus creates a behavioral loyalty factor from consumers that exceeds those for regular grocery store chains.