In anticipation of what it describes as a “rapid expansion” in Ontario, upscale food retailer Whole Foods Market has selected Toronto’s Doug & Serge as its Canadian agency of record following an “extensive” review process.
Full details of the review were not provided, although Doug & Serge founder and chief creative officer Doug Robinson said it involved “many” agencies.
Michael Bashaw, Midwest regional president for Whole Foods, said in a release that the company selected Doug & Serge based on the agency’s “creative thinking, their resourcefulness and their strategic and creative credentials.”
Launched in Austin, Texas in 1980, Whole Foods has grown to more than 300 stores throughout the United States, Canada and the United Kingdom in its 30-year history. Dubbed “Whole Paycheck” for a product selection based on higher-priced natural and organic products, it is the ninth largest food and drug store in the U.S. with US$9 billion in sales in its 2010 fiscal year.
“It’s an iconic brand and it puts us into the [grocery] retail category again, having worked with Loblaw’s and President’s Choice,” said Robinson, who worked on the latter accounts while chairman and chief creative officer of the now defunct Ammirati Puris in the early 2000s. “It’s a brand new player in this market and one with a real point of differentiation.”
Robinson characterized the grocery retail sector as “highly competitive and price driven,” with major brands like Loblaw’s and Metro facing increased pressure from “boutique” chains such as Longo’s and Fortinos.
Whole Foods currently has two stores in Ontario – both in Toronto – but has plans to open a third store in the country’s largest city and expand into Mississauga, Ottawa and Markham.
Robinson said that his agency’s first work for the brand will likely appear in the Fall.
“As we plan a more aggressive expansion throughout Ontario and other parts of Canada, we needed an agency partner that appreciates our unique culture, who truly understands the importance of our company’s mission, are passionate about food and excited about the Whole Foods Market lifestyle,” said Bashaw. “We look forward to working with them to introduce Whole Foods Market to more and more Canadians.”
Doug & Serge has won a significant amount of business in the past year. In February, it announced that it had been named AOR for the Ontario Honda Dealers Association. This followed 2010 account wins including the Ontario Nurses’ Association, Virgin Radio and GoodLife Fitness.
