This morning I was listening to one of the local radio stations here in Boston, and was not really paying a whole lot of attention, since I was at work and there were commercials on. However, I was jolted out of my work-induced stupor when I heard this statement (paraphrased):
"Isn't that store for global warming freaks?"
"No...it's a store for everyone..."
Whoa. WTF? I honestly don't know if I got the second part of that exchange right because I had nearly fallen out of my chair. What was this ad about? Who would actually stoop so low as to MAKE FUN of people worried about climate change? Yes, that's right, it was an ad for Whole Foods Market, the supermarket chain.
Anyway, I quickly checked the Whole Foods market website and found an email address and I fired off this brief note:
Hi ***,
I was just listening to the radio (WMJX 106.7 here in Boston) and heard a commercial for Whole Foods Market and was shocked to hear the following exchange between the two characters speaking (And I'm going by memory here, so it might not be exact): "Whole Foods? Isn't that a store for global warming freaks or something?..No..."
Astounding. Of all the stores to play down the threat of climate change, I really didn't expect to hear something like this from Whole Foods. I mean, I understand that you're trying to appeal to everybody, but to actually MAKE FUN of people who are concerned about this issue is completely ridiculous, in my opinion. I like your stores, I hate to have to bring this up, but I really am offended by this. I'd definitely appreciate a response and explanation.
Thanks very much
I received a response later in the day:
We received with thanks your letter of concern regarding our Whole Foods Market North Atlantic radio campaign and appreciate the opportunity to clarify our position.
As Whole Foods Market faces continued competition, in order for us to grow our business and open new stores it is imperative that we reach out and reinforce the fact that Whole Foods Market is more than just a special occasion or special interest destination---that people from all walks can shop every day and for all occasions at Whole Foods Market. We feel this is critical to driving one of our Whole Foods Market Core Values --- creating wealth for our share holders through profit and growth.
As you may know, Whole Foods Market enjoys a high-level brand positioning here in the North Atlantic Region, which includes New England, but along with that status is the presumption amongst many people that our stores are too expensive, or our products are "earthy crunchy" and that perhaps food "won't taste good if you take out the hydrogenated fats." These are quotes that come directly from focus groups and talking with potential customers.
Please note that the intent of the radio spots is to humorously debunk the myth that Whole Foods Market is just a specialized store "for environmentalists, or rich people, or hippies." It was never our goal to alienate our core customers, whom we value immeasurably, and are the foundation of another one of our Whole Foods Market Core Values--- that is, satisfying and delighting customers.
We had hoped these ads would poke fun at the stereotypes as well as outreach to the uninitiated that Whole Foods Market is as the tag says: "Delicious Food for Everyone." We very much appreciate the support of caring individuals such as yourself, and hope that when you next hear our ads, you will do so in the spirit for which they were intended.
We appreciate your consideration and your patronage and, moreover, we thank you for taking the time to let us know about your concerns.
Yours sincerely,
I took out the senders name, because #1, it's not the person I originally emailed and #2, I didn't say anything about posting this anywhere.
Now, I'm not going to say how anyone should react to this, I'm just letting the DailyKos community know about this ad and what they have to say about it. There was nothing saying "people concerned with global warming aren't freaks," it was simply "No, Whole Foods isn't only for global warming freaks."
If anyone else heard this ad, and feels as I do, please go here:
http://www.wholefoodsmarket.com/...
and let them know how you feel.
Thanks very much.