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Whole Foods Market takes on mobile marketing for branding

Whole Foods Market has turned to the mobile channel for a branding initiative meant to position the brand as committed to bringing its customers additional value.

The company has launched an iPhone application, which is available now in the iPhone App Store. It is meant serve as an additional way to satisfy and delight customers by providing Whole Foods Market's entire selection of over 2,000 online recipes to iPhone and iPod touch users.

"We want this app to help our customers find great food through our recipes and great stores through our store locator," said Bill Tolany, global coordinator of integrated media for Whole Foods Market, Washington. "We view it as a natural extension of our commitment to satisfying and delighting our customers."

Whole Foods Market offers high-quality natural and organic products. The company's claims all of its meat and poultry is minimally processed with no artificial additives or preservatives. Whole Foods also monitors how the animals are raised and what the animals are fed.

The app was created as searchable by ingredient, special diets, and other elements like "budget" and "family friendly."

Each recipe contains detailed preparation instructions and nutritional information, which can be copied and pasted, saved as a personal "favorite," and emailed from within the app itself.

The app also includes an "On Hand" feature where customers can enter ingredients and get back meal recommendations.

Built with the new iPhone OS 3.0 software, the app also comes with a store locator, where customers use a ZIP code search or the iPhone's built-in location finder to view in-app maps and identify their nearest Whole Foods Market.

Each store page contains operating hours, phone and address, and links to maps, directions, and even store specials.

This isn't the first recipe application in the iPhone App Store. Kraft Foods expanded its reach of consumers through the launch of an iPhone application.

Called the iFood Assistant, the app can be downloaded from the Apple App Store for installation on any iPhone or iPod touch. The app targets consumers on the go looking for recipes (see story).

"We want to be where our customers are," Mr. Tolany said. "We are in mobile for the same reason we're on the Web, Facebook and Twitter -- we want to bring our customers additional value in the ways that work best for them.

"Speaking for Whole Foods Market, the fact that mobile devices are always with customers makes them attractive," he said. "We can be there for the customer anytime they want us to be."