Whole Foods Market - Will Vote For Food

Initiative 522, which would mandate that foods with genetically modified ingredients be labeled, had gathered enough signatures to get onto the November 2013 ballot in Washington State. While Whole Foods Market’s corporate policy doesn’t allow for direct political donations, the brand passionately believes in the power of transparency in food production and wanted to support this initiative in a big way and they wanted consumers to know where they stood on the issue.

I led the team at Curator as we developed “Will Vote for Food” as an effort to help simplify and elevate I-522 from an initiative on a ballot to a community’s rally cry. This grassroots movement would be heard in the aisles of their stores, the stalls of weekend farmers markets, and in the conversations around our neighborhood pea patches and dinner tables. Many helped educate, some posted their thoughts online, others listened and many investigated further. Will Vote for Food was more than an effort by Whole Foods Market.  We formed a coalition of like-minded brands, producers, farmers and community leaders to amplify the campaign’s message and reach.  We created a digital experience where we featured editorial content from our coalition partners, and Whole Food Market’s stakeholders, to videos of farmers and producers sharing their perspectives on GMO’s in our food system.

Below are videos I shot and edited myself (no budget) for the grassroots campaign - used on social and by our partners. 

Results:

175K
Weekly in-store impressions

+14k
Unique visitors to campaign site

1.2 Million
Twitter impressions

2x
Trended #yeson522

It's clear where Whole Foods Market stood on the issue.