Nearly two months after it was acquired by Amazon, Whole Foods Market has hired a new creative agency, according to people with knowledge of the matter.
The Austin, Texas-based grocery chain, which Amazon bought for $13.7 billion, has chosen MullenLowe L.A. as its creative agency of record after a review, the people said.
Representatives from MullenLowe declined to comment. The review, which kicked off in late June, was run by SRI. The invitation to pitch was initially extended to several agencies and quickly narrowed down to a final three, according to sources.
Whole Foods, which was founded 37 years ago, spent more than $60 million on measured media in the U.S. last year, according to Kantar Media.
It is unclear when consumers might see the fruits of MullenLowe’s labor. New marketing had been expected in January, but that timeline may change under the company’s new Amazon ownership. As soon as the acquisition closed in August, the Seattle-based tech giant implemented changes at the 466-unit grocer to tackle the derisive “whole paycheck” image that has plagued Whole Foods. It lowered prices on products including bananas, organic avocados and organic brown eggs by as much as 43 percent. Shoppers voiced their approval.
It’s still far too soon to determine the full ramifications of Amazon’s acquisition. On a conference call to announce second-quarter earnings in July, Amazon Chief Financial Officer Brian Olsavsky mentioned that Whole Foods, like Amazon, is a “customer-centric” team. “They’ve built a great business, focus around quality and customer,” he said.