Whole Foods Market | Media Immersion

The Situation

After using the same format for years to reveal its annual Food & Beverage Trends Report – a standard press release announcement and pitching – Whole Foods Market needed a NEW way to connect with the media.

Whole Foods hired CBC to plan, manage and organize an exclusive media immersion to the company’s headquarters in Austin, TX to showcase the 2023 Trends Report.

We needed to immerse the group in Whole Foods’ hometown, introduce its executives in interesting settings, and tell the brand’s story in a compelling, memorable way.

The Solution

CBC created a unique, hands-on and immersive press trip schedule to achieve brand objectives.

We secured top-tier press attendees, managed all logistics of their experience and conducted ongoing communications after the trip.

For the trip itself, we crafted a well-rounded, interactive schedule that highlighted Whole Foods Market executives, brand suppliers and layered in quintessential local activities. The trip provided multiple opportunities for relationship building and story ideation beyond the trends report coverage.

TRIP MANAGEMENT DETAILS

  • Sourcing, managing hotel partner for accommodations
  • Coordinating all travel for media – ground, air
  • Organizing all schedule activities – sound bath experience, pretzel making class, BBQ dinner
  • Prepping and briefing materials creation
  • Integrating branded touchpoints – in rooms, upon arrival, farewell gifts, CEO welcome note

The Results

71 Social Posts

78% Above KPI

703,459 Social Impressions

3x Goal

102MM+ Media Impressions

25% Above KPI

Results one-week post Trends Report embargo lift; relationship building/storytelling on-site led to additional, non-Trends Report WFM coverage