Whole Foods ads building awareness, but value perception still lags: Report

Whole Foods Market's newly launched advertising campaign is already raising consumer awareness for the retailer, although its value reputation is still lagging, according to a new BrandIndex rating from research and consulting group YouGov.

Whole Foods’ ad awareness rose about 3 percentage points during the first few weeks of its “America’s Healthiest Grocery Store” campaign which broke in October. However, its value perception remained mostly negative and climbed no higher than where it had been as recently as September, and still below its peak 2014 levels in February, BrandIndex said.

Whole Foods’ purchase consideration score also increased modestly: 16% of consumers currently say that they would consider the brand the next time they are in the market for groceries. That compares to 14% prior to the Austin, Texas-based retailer's campaign.