Dive Brief:

• Whole Foods is launching a marketing and education campaign that puts a modern spin on home economics and will feature the retailer's rebranded 365 private label line, according to a company press release.
• The "Home Ec 365" campaign showcases products with Whole Foods’ refreshed 365 private label branding, which first spotted in January at a store in New York City. A spokesperson for Whole Foods said in an email the new brand design is currently on about 1,000 products, with more to come. The design is being rolled out in stores across the U.S.
• The series of virtual classes is free and students can enroll any time via a platform called Teachable. Classes will be taught by influencers and will include topics like baking swaps, effective appliance cleaning and how to cook with scraps and leftovers.

Dive Insight:

By launching a private label rebrand with a virtual campaign, Whole Foods hopes to call attention to the new look and feel of its 365 line while also engaging with customers who continue to spend more time at home during the pandemic.

The initiative is geared toward younger shoppers who want to gain practical kitchen skills, and whose budgets align more with private label products. The retailer said it will offer class participants exclusive coupons for free products from the 365 brand, which will help them get the essentials they need for their classes. 

The 365 by Whole Foods Market brand launched in 1997 and inspired a retail offshoot that lasted for about three years before shuttering in 2019. The redesign indicates Whole Foods and owner Amazon still see the brand as a core asset for the grocer. According to the press release, the 365 design update incorporates a "whimsical personality" and a "clean, colorful aesthetic." 

With private label sales increasing amid COVID-19, there’s good reason to invest in a rebrand right now. According to data from Nielsen, store brand sales were up nearly 15% in Q1 across supermarkets, drug stores and discounters. Additionally, 22% of consumers reported buying more retailer brands in May compared to pre-pandemic, according to a recent report from Brick Meets Click. 

From online cooking classes at Mariano’s to Facebook Live events at Jungle Jim’s, many retailers have launched virtual campaigns to connect with shoppers while they’re staying at home. For some, the goal is entertainment, while for others, it is education and nutrition. Similar to Whole Foods, Kroger’s virtual summertime campaign was aimed at boosting sales of private label products.