"More of the good stuff. For less." So proclaims the new advertising campaign for Whole Foods Market, a hugely successful retailer of organic produce that, until now, has shown no interest whatsoever in being seen as a value-for-money proposition. Indeed, the firm has been nicknamed "Whole Paycheck Market". But the new ads, launched in New York, carefully draw attention to a private-label range of produce with the frugal-sounding brand name "365 Everyday Value".
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