Educate people about Whole Foods Market's natural and organic food and show them how to use the ingredients in a delicious meal. Use the Los Angeles Times Food Section, public relations and grassroots marcom to establish WFM as the place to shop for everyday needs.

Millions of impressions via editorial placements in print, broadcast and online, combined with advertising created trial and raised brand awareness. Efforts resulted in record grand opening attendance and record first-day store sales.