Whole Foods Supplements New Year's Resolutions
Whole Foods Market kicked off 2018 by launching an exclusive line of supplements from Austin, TX-based lifestyle brand Onnit.
The retailer is marking the launch by discounting all supplements, vitamins and protein powders by 25% from Jan. 5-7. Framed signs and handouts placed in bags at checkout promote the sale. Onnit spokespeople UFC fighter Tyron Woods and comedian JP Sears will host product demonstrations at stores in Los Angeles in New York on Jan. 5. A Jan. 2 Twitter update from Onnit promoted the brand's Whole Foods launch.
“We are excited to partner with Onnit as they commit to using only nutrient-dense ingredients, and their unique products to inspire peak performance,” Whole Foods global Whole Body senior category manager Keith McBride said in a media release. “The timing of this sale is perfect for those with health-focused resolutions for 2018. We offer a wide and exclusive selection of trusted supplement brands and in-store Whole Body experts to aid shoppers' nutritional goals.”
Elsewhere in stores, rack signs, banners, ceiling signs and framed signs communicate the same "Feed Your Resolution" message Whole Foods employed in January 2017. The message also appears on a leaderboard ad on wholefoodsmarket.com and a Jan. 1 Twitter update, which both link to a web page hosting information on vegan, gluten-free, paleo and vegetarian diets. Bloggers Melissa Hartwig of Whole30 and Michelle Tam of Nom Nom Paleo are providing articles for the retailer's Whole Story blog throughout January, and dishes made with recipes from Tam's cookbook Ready or Not will be sold at store hot bars.
A direct mailer sent the first week of January promotes the supplement sale, directs shoppers to the Feed Your Resolution web page and extends deals valid from Jan. 3-16 on brands including private label 365 Everyday Value, La Quercia, KeVita and Garden of Life. A Jan. 1 email blast, Facebook and Instagram updates, and a video uploaded to the retailer's YouTube channel on Dec. 22 support the campaign.