OOH, Print & More to Win Back City Shoppers
Strategic Copy for Brand Repositioning
Whole Foods Market
As the campaign copywriter, I created the ‘Impress the Toughest Critics’ concept and voice—replacing earnest organic messaging with irreverent, character-led copy. The campaign resonated with city shoppers and contributed to a 102% YOY increase in net income, reversing five quarters of decline.
Lenticular
I extended the campaign into transit hubs with lenticular displays that shifted from raw ingredients to finished dishes as commuters passed. The moving images turned a subway wait into a small, interactive story about food quality.
