Problem: The Green Jungle
Lewis Brand Solution: Whole Earth Generation “America’s Greenest Kids”
Whole Foods needed a green promotion that would cut through the cluttered jungle of green news and events during Earth Month. Working with Organic Works Marketing, I developed a promotion that brought the greenest generation to the table: Whole Earth Generation–“America’s Greenest Kids.”
Whole Foods has a longstanding commitment to green causes and carries many kid-centric food products, but the 16 and under demographic does not do a lot food shopping. They don’t push the carts but they do push the folks who do the bulk of the shopping at Whole Foods—parents!
These kids are the greenest generation yet. They get green, are unafraid to take action, and passionately “green-up” their parents. The Whole Earth Generation “America’s Greenest Kids” competition offered green kids an opportunity to share the ways they green their families, schools and communities via short videos. Thousands were submitted. The winners hosted eco-themed podcasts on You-Tube and wholefoods.com.
Whole Earth Generation “America’s Greenest Kids” succeeded in raising the Whole Foods brand profile to a generation of discerning, green-conscious consumers and their parents. The promotion generated tremendous PR/buzz, enhanced Whole Foods’ green and family-friendly image, and broke through the Earth Month jungle!