Several weeks into its first national brand marketing campaign to dispel its “Whole Paycheck” image, Whole Foods Markets has seen its Ad Awareness and Purchase Consideration scores tick up modestly, although Value perception has remained in negative territory.
While Whole Foods’ ad awareness rose about 3 points during the first few weeks of its campaign, value perception remained mostly negative and climbed no higher than where it had been as recently as September, and still below its peak 2014 levels in February. Another challenge: competitor Trader Joe’s Ad Awareness spiked shortly after the Whole Foods campaign, possibly blunting some of the intended message.
On the other hand, Whole Foods’ purchase consideration score has also increased modestly: 16% of consumers currently say that they would consider the brand the next time they are in the market for groceries. That compares to 14% prior to the campaign. Comparatively, Trader Joe’s current purchase consideration is 21%.
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