Today you see Whole Foods sharing the local upscale grocery market with Lunds & Byerly’s. But you have to wonder how this local upscale grocer held off this Amazon-owned competitor for so long. The campaign below — You Are What You Eat — successfully positioned Byerly’s in the upscale market so successfully, for so long, that Whole Foods held off expansion for years.

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This very first campaign introduced food retailing to the concept of food/fashion that was later copied by Target Stores. The stats depicts the phenomenal buzz this work generated from a single Fall campaign on the website alone. The idea was later feted’ by Joy Behar and others on The View and the local press roar was deafening.