Case Study #1 by Emily Duval

Name of the Business: 

Whole Foods Market, specifically “Whole Story Blog”

Whole Foods is a U.S. supermarket chain specializing in natural, organic foods and products.


The main audience has always been people passionate about living a healthy lifestyle. The blog aims to attract those who love to cook, especially with gourmet or allergy-free ingredients. The Whole Story blog reaches out to a socially conscious young audience, looking to make a difference with the products they buy.

Content of the Blog:

The content shared directly on the blog consists mainly of written posts, but almost every post has a colorful photo that draws the reader in. The written content covers everything from social issues, to lifestyle, to recipes, and personal Whole Foods experiences. This is all organized in the “Posts by Category” tab that makes what the reader is interested in easy to get to.

While written content is the focus the blog has links to podcasts and video, that open into new tabs. One thing that is unique is a link to coupons for the store. The link opens into “The Whole Deal” site that is updated with new coupons to the store daily and includes tips on saving while shopping in the store.

How often the blog is updated:

The blog is updated 1-3 times daily with consistent posts. The posts rotate through a series of writer, so not every post is in the same voice. One can click on a link to get the bio of the author, or click on another link that leads you to more articles by that author. This helps provide some consistency in the writing.

The Story Told:

The brand, Whole Foods is obviously passionate and proud of their story in the way they present the “Whole Story” blog. Through the blog they tell a story of living healthy body and  soul. Their recipes focus on simple ingredients that are good for you. They also share what the brand is doing to give back to their customers through savings opportunities as well as the numerous social projects the brand participates in to give back to the world.

Content Marketing vs. Brand Storytelling: 

This blog does not choose content marketing or brand storytelling, but rather weaves them together. Whole Foods identifies their brand not just with their product, but through what they do in the community.

They use brand storytelling to share the socially conscious mission of Whole Foods and how the consumer can join in the effort. Posts like this one show how through buying products like this pineapple, can benefit the education of children in Costa Rica. It is similar to the TOMS, one for one model. Content marketing is used when recipes are posted, but also in a more educational way. Posts like this one educate readers on products that might not be the healthiest for them and why their products are.

Whole Foods does a great job of creating a community. Through their blog, they tell the audience who they are, but also how the audience can get involved in the mission too.


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