Whole Foods Market: Opening a New Store with a Buzz

Whole Foods Market: Opening a New Store with a Buzz

Overview

In food-savvy Portland, opening a new natural and organic food grocery store isn't necessarily cause for much notice.

Challenge

Whole Foods Market hired CFM to make sure Portland was abuzz about its arrival as the first tenant in the historic Brewery Blocks redevelopment project.

Approach

CFM used a variety of tools to get Portlanders talking about the arrival of Whole Foods, including early media mentions in gossip columns. CFM created a Web site that offered a virtual tour of the store. Outreach also included direct mailer to households within a 10-mile radius. And CFM planned a VIP pre-opening event that attracted more than 600 persons, who nibbled on the store’s bounty. It also oversaw a breaking-bread opening ceremony, featuring the mayor of Portland.

Result

The two events drew extensive media coverage. Within hours, the store was literally packed with customers, creating one of the strongest openings of a Whole Food Market anywhere in the country.