Today you see Whole Foods sharing the local upscale grocery market with Lunds & Byerly’s. But you have to wonder how this local upscale grocer held off this Amazon-owned competitor for so long. The campaign below — You Are What You Eat — successfully positioned Byerly’s in the upscale market so successfully, for so long, that Whole Foods held off expansion for years.

This very first campaign introduced food retailing to the concept of food/fashion that was later copied by Target Stores. The stats depicts the phenomenal buzz this work generated from a single Fall campaign on the website alone. The idea was later feted’ by Joy Behar and others on The View and the local press roar was deafening.

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