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When social media works…

Recently Whole Foods market ran a Living Social deal for half off a $20 voucher.  Purchasers could get the voucher for $10 and use it to purchase $20 of goods in the store.

Rather than get excited about such a great deal for a store that doesn’t often do discounts on its relatively high end groceries, many customers complained that $20 doesn’t go very far in the store.

Recognizing the need to address the issue, Whole Foods began a social media campaign. They asked various staff members to show how they would spend $20 in the store and posted the results to Facebook.  This is what they said:

With all the online chatter surrounding the recent LivingSocial deal about what you can get for $20 at our stores, we decided to put it to the test. Take a look at what some of our Team Members were able to put together for 20 bucks!

Kate, Public Relations: “I’m so busy this school year! But what’s cool is Townes is helping by packing his own lunches and snacks. This week, I stocked our kitchen with grab-and-go produce like organic carrots, grapes and apples along with simple sandwich fixings, organic kids bars and string cheese (thanks Whole Deal coupons!)…making lunchbox prep a snap for my active third-grader.”

What a great way to take a PR mini-crisis and turn it into a PR opportunity!

Caroline Barry is a marketing and public relations consultant with a specialty in social media.  If you'd like to learn how you can use social media to grow your business, contact her via this form.