Dive Brief:

• Organic grocer Whole Foods has launched its first-ever national ad campaign with a simple message: 'Values Matter.'
• Whole Foods is likely feeling heat now that many grocery stores promote organic produce—and growth for the store has started stagnating year over year.
• The campaign is a push to assert itself as the leader in the sustainably-focused marketplace and to move away from the 'Whole Paycheck' reputation of the average shopper. “We’re trying to, in some ways, change what we think is a negative narrative about our company,” Co-Chief Executive Officer John Mackey told Bloomberg Businessweek.

Dive Insight:

Whole Foods has previously only run regional ad campaigns, which makes sense because the store still only has 390 stores nationwide—though there are plans for more than 500 by 2017. While the 'Values Matter' slogan doesn't promise lower prices or less pretension, it does present Whole Foods as 'America's Healthiest Grocery Store.' The campaign will run through the winter, and you can look at the ads here.