Link to article: http://www.nytimes.com/2014/10/20/business/media/whole-foods-asks-shoppers-to-consider-a-value-proposition.html?ref=business&_r=0

Link to commercial:https://www.youtube.com/watch?v=5DCow4J-pDE

Whole foods has always been known for their organic yet high-priced products; as people are recently more concerned about living a healthy life-style, Whole Foods Market and its organic appeal seems attractive to the consumers. However, the sales of Whole Foods has proven to fall and it is spending a great amount of money in the marketing campaign to try to bring back profit. Whole Foods’ approach in hiring a creative marketing agency that normally works for hip brands is bold but innovative, and it might actually help deliver the image of Whole Foods differently than it used to. However, the 60-second video advertisement seems a bit redundant and lacks a central idea. There are no words in the video except Whole Foods’ logo at the very end; the video shows the raw materials Whole Foods uses but it does not show the packaging and delivery process which is hardly convincing because inorganic food come from the same raw materials. I think instead of showing its raw materials, Whole Foods should try to build on the idea of organic; moreover, to educate the public on the idea of “organic”, since it is still not a mainstream lifestyle yet.