U.S.-based Whole Foods Market hired us as cultural liaisons to ensure a successful debut for the opening of its first store in Ottawa’s trendy Glebe community.
As residents of this well-established neighborhood, we understood the importance of making a good first impression.
We developed a brand awareness campaign that created a sense of anticipation for the fall 2014 opening of the successful natural foods supermarket.
We began the process with small ‘meet and greet’ sessions inviting representatives from some 60 Glebe businesses, associations, media organizations, and restaurants to meet with the new store manager and her team over the course of three months. These meetings served to establish relationships and calm concerns about an American chain changing the landscape of the community.
Then, through strategic mass media advertising – television, print and billboard, as well as targeted promotions in local print and digital media – Whole Foods Market was successfully framed as a neighborhood grocery store committed to a healthy diet and lifestyle and to doing business with local merchants and non-profit organizations in the broader community.
Our campaign culminated in a successful gala store opening that generated significant positive media coverage and featured a host of dignitaries, including Canadian and American politicians.