Summer Splash

Summer Splash is a seasonal in-store campaign that showcases Whole Foods Market’s best summer offerings. The campaign came to life across multiple touchpoints, including in-store signage, paid media, email, social media, and featured placements on both the Whole Foods Market and Amazon homepages.

Brief

As summer approaches, customer shopping behavior shifts toward lighter meals and frequent casual gatherings. During this time, customers prioritize in-season produce, easy family meals, and frozen treats.

This campaign period marks the final promotional cycle before the "summer slump" and benefits from Memorial Day's momentum as customers embrace convenience, outdoor activities, and seasonal favorites. It presents an opportunity to highlight convenient meal solutions, high-quality summer essentials, and exceptional value through everyday low prices on 365 items and promotional deals on essential summer staples.

Exploration

The creative process for Summer Splash began with three concepts:

1. Fruit Pool Floats
   A pool filled with pineapple ring floats, reinforcing a playful, tropical summer vibe. While engaging, it didn’t showcase the full range of summer produce.

2. Macro Food Illustrations
   Large-scale food illustrations with bold typography. Visually striking but lacked flexibility for various campaign assets.

3. Graphic and Picnic-Inspired
   A clean, picnic-themed design with striped patterns and food illustrations. Approachable but didn’t fully capture the campaign’s playful energy.

The final concept expanded on the first idea, featuring pool floats shaped like seasonal produce. This brought summer to life in a fun, relatable way while aligning with the campaign’s focus on freshness, convenience, and value.

Execution

For the execution of Summer Splash, bright colors and a classic risograph style were used to capture the playful and carefree spirit of summer. This bold, eye-catching look was designed to draw attention, set the tone for the season, and encourage customers to embrace casual gatherings and easy meals.

The visuals featured pool floats shaped like seasonal produce, emphasizing the freshness and quality of summer essentials while reinforcing the message of convenience and value. This approach effectively brought the brief strategy to life, showcasing the best of summer in a vivid and relatable way, driving excitement and seasonal shopping.

The design needed to be fully scalable, ensuring smooth execution across a range of in-store and digital formats.
See design elements guide here.