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The Denver Post reports that "Whole Foods Market is preparing to launch its first national marketing campaign as the chain battles for market share — and fights against its 'Whole Paycheck' image among some shoppers." The ad effort is expected to cost between $15 million and $20 million.

The campaign, which will encompass TV, print, online and outdoors, will proclaim that "Whole Foods provides value to shoppers through the values it follows in deciding how to stock shelves," the New York Times reports, adding that "the campaign continues a theme that Whole Foods already uses, 'America’s healthiest grocery store,' and ushers in a new one, 'Values matter'."

The Times notes that "the ads suggest that value for money is as important as a bargain price if not more so, and that by shopping at Whole Foods consumers can be confident about where their food comes from and how it was grown, raised or made. As an announcer puts it in a commercial for Whole Foods beef, 'To us, value is inseparable from values'."
KC's View:
The argument here has always been that values are not the same as value … and it seems to me that Whole Foods is making the case that it has to make, the case on which its entire business proposition is built. It'll never be a low-price operator, so it has to make it clear what people are paying for when they go there - a cultural perspective on life and food that they see as being in synch with their own. It's the same kind of argument that Starbucks makes when it goes up against Dunkin' Donuts or McDonald's - you're paying for better coffee, yes, but also for something else.