As part of the Whole Foods Market creative team, I served up multicourse copy in the form of fully baked brand building, savory editorial and bread and butter promos. Let’s dig in.

Sourced for Good: Launched in 2007, our in-house Whole Trade Guarantee sported a long track record of partnering with suppliers to provide tangible benefits for workers, communities and the environment. But customers weren’t getting the message. More than 60% indicated a lack of familiarity with the program. Problem.

Solution: Relaunched as Sourced for Good, we transparently and simply laid out how it all works alongside an eye-catching new seal.

The 6 week campaign resulted in a 5% increase in brand love and a 6% increase in consideration/shopping intent. Our interactive IG Story Quiz also exceeded expectations with over 11k responses.

TM Heroes: We owe a debt of gratitude to the frontline workers who kept us (mostly) functional and fed during the peak pandemic days. Typing away from a lonely apartment in the spring of 2020, the message may as well been ripped from my diary. With multiple billboard buys giving props near the Austin, TX HQ, emails, IG/FB posts, and most importantly premium pay for hourly Team Members – we showed the love.

Emails are my jam (habanero raspberry, please). Lead writer on the 10+ million subscriber Weekly Email series – the marketing hub combining promos, hosted articles and Amazon related programs. 22.3% open rate. Developed new components like Product Discovery, highlighting our latest and greatest additions and unique offerings. Also responsible for Amazon Prime Rewards Visa materials, occasional Amazon UX checkout and pickup instructions and a cartload more. Use the scroll buttons below for a free sample that almost gives Costco a run for its money.

Wine should be fun, right? Far from a certified sommelier, I piloted WFM wine program copy with a sip of first-glass experience paired with a magnum of deep diving research. From Bordeaux to biodynamic to sparkling to rosé – celebrating occasions, grapes and the people who turn them into magic remained the theme.

Editorial

In the middle ground between War and Peace and the prevailing :15 TikTok attention span, WFM’s editorial content serves to educate and entertain in smartly sized portions. I whipped up homepage articles on everything from beauty products to supplement standards. Wine and dietary guides proved particularly well-loved with Google SEO ranks for “Bordeaux Wine Guide” and “Italian Wine Guide” in the top 25 results and “Keto Meal Plan” at 4. Click any below to link to the full article.