Hasta La Creative!

New York-based Partners & Spade handled the creative for Whole Foods’ first-ever national brand campaign, entitled “Values Matter.”

The campaign focuses on the sustainability and fair trade practices of the grocery chain, summing up the brand’s philosophy with “To us, value is inseparable from values.” That line is likely also meant to defend the brand from its image as being unaffordable (as exemplified by the oft-repeated reference to the chain as “Whole Paycheck”), explaining to viewers that Whole Foods views “value” in the big picture, while implying a cheapness to the “value” offered by most grocery stores, who don’t place the same emphasis on quality and sustainability. The ad ends with the tagline, “America’s Healthiest Grocery Store,” a title the chain earned in Health magazine.

Other ads in the campaign — such as “Beef” and “Produce” — have a more specific focus. Broadcast spots will air during prime time shows such as Modern Family, Scandal and The Voice, The Tonight Show Starring Jimmy Fallon, Jimmy Kimmel Live, and Saturday Night Live, and during World Series and NFL games. Media buying and planning was handle by Austin-based GSD&M.

“Not everyone knows what makes Whole Foods Market different from other grocers, or the fact that no other retailer has standards as demanding or as transparent as ours,” said Jeannine D’Addario, Whole Foods Market’s new global vice president of communications. This campaign will distinguish what makes our brand special, our food different and our quality superior.” (more…)

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JWT Brazil created an interactive cookbook entitled The Bible of Barbecue for leading Brazilian cookware line Tramontina.

Pages of the book can actually be utilized to create authentic Brazilian barbecue. One page, for example, breaks apart into charcoal to start the fire, while another can be used to sharpen your knife. There’s also a cutting board, salt to season the meat, an apron, tin foil, and even a serving dish. It’s a fun idea, which JWT describes as “a sensory fusion of tactile experience, visual design, and most importantly a tribute to the brilliant flavors that result from expert cooking.”

The Bible of Barbecue has been shared with master barbecue chefs in Brazil, and a version will soon be available in select bookstores. Check out the case study video above to learn more, and stick around for credits after the jump. continued…

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360i tapped L.A. celebrity chefs Roy Choi, Michael Voltaggio and Nguyen Tran (of Starry Kitchen) for a new campaign for Oreos.

Created in collaboration with production company Decon and directed by Claire Cottrell, the series features “Oreo hacks,” with the chefs repurposing the sandwich cookies in inventive, delicious ways. Choi, who you may remember was recently featured in a Google Glass spot, crumbles Oreos into a chicken tender crust that seems like a delicious late night snack. Voltaggio, meanwhile, transforms the cookies into dessert tortillas, accompanied by a shandy created with Lemon Oreo creme. Chan comes up with an “impulse hack” based on other items found in a convenience store, combining Oreos with pound cake, cherry soda and salted peanuts to make a kind of bread pudding. Before introducing their recipes, each chef waxes nostalgic on eating Oreos growing up and shares their different methods of consumption (Voltaggio is an Oreo puller, while Choi is more of a traditionalist). It’s a fun campaign, and should help shed a different light on the brand — especially since the videos point viewers to Oreo’s Tumblr, where they can get the recipes for the Oreo hacks. Stick around for Voltaggio and Tran’s Oreo hacks and full credits after the jump. continued…

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Last summer Google started distributing their Google Glass to select “Explorers” for their “If I Had Glass Campaign.” Among those who loved the product was renowned chef and food-truck pioneer Roy Choi, whose famed Kogi BBQ truck, where his Korean-Mexican tacos are a star, is a fixture in Los Angeles. Choi, whose pedigree includes stints at Le Bernardin and the Beverly Hilton, enjoys working with Google Glass because he can search for and follow along with recipes using only his voice — quite useful when your hands are covered in salsa verde, kimchi, or curry paste.

For a new spot by agency Anomaly and production company Decon, Choi decided to reinterpret Irish cooking in honor of St. Patrick’s Day. He searches for recipes and puts his own spin on the classic corned beef and cabbage, turning it into the “East Los Leprechaun Burrito,” which includes plenty of the celebrated chef’s own signature touches (yes, it has kimchi). In the process, Choi demonstrates the Glass’ capabilities, including when he’s interrupted by a phone call, and seamlessly switches from recording his recipe to the call at hand and back. The 1:50 spot is a lot of fun, and succeeds at making the Google Glass look like a product with appeal beyond neckbeard-sporting tech nerds. If watching the spot leaves you hungry for an “East Los Leprechaun Burrito,” fear not, we’ve included the recipe, along with credits, after the jump. continued…

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