Whole Food now wants to be known for: low prices. The organic food emporium wants to straighten up the perception that, Whole Food is costlier than its competitor. It seems the competition is lurking large on it as more regional supermarkets are entering into the organic food segment. And what’s worse, its nearest competitor Trader Joe is also growing at a rapid rate.
For the next ten weeks, print advertisements will run in the local editions of New York City Times. The campaign will emphasize on two key words, ‘value’ and ‘deals.’ Turning sideways from its earlier positioning, ‘Whole Foods, Whole Paycheck.’
The question is, will the brand be consistent in delivering its value? Will not it lose some of its sheen as one of the premium shops in the bargain?
New York Times(reg reqd.)
