Just one week after launching its first national branding campaign, Whole Foods is promoting its sustainability cred in stores.
The upscale grocer—with the help of SapientNitro's Second Story—has loaded up its new flagship store in Alpharetta, Ga., with digital experiences that show shoppers where their food comes from. This won't look like an Apple store, though. "We wanted to bring in some cool digital elements, but we didn't want that to detract from the shopping experience," said Matt Courtoy, Whole Foods' social and digital media specialist.
The most eye-catching activation is in the store's café. A digital screen on a wall runs an Instagram feed showing produce still growing in the fields of six local farms that supply the store. Elsewhere in the store, a digital mirror encourages shoppers to strike three different poses, which trigger images of recommended health products like vitamins and protein shakes.
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