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HOME • MANAGE SUBSCRIPTIONS • MEDIA KIT
Contact: Whole Advertising
by Jennifer Coleman, Thursday, December 1, 2005, 12:00 AM

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One rainy Saturday afternoon, I scurried along 7th Avenue, cursing as my hair blew into a Medusa-like mess and my umbrella flipped inside-out. Upon arriving at the Chelsea Whole Foods Market, I didn't grab a cart or drool over the cookies as usual; instead, I descended to the store's netherworld.

As a frequent Whole Foods shopper, I'd always wondered how the New York City stores found customers to pose for the candid ad campaigns that hang in store windows (and float on some cash register screens). Because it's believable that the "models" shop at the store, and the posters introduce products I'd like to try, it's always exciting to see the latest Whole Foods ad eye candy, which changes every six weeks.

Then one evening I noticed a sign by the customer service counter calling for models. My e-mailed application included questions like, "How old do you feel?" and, "All I want this season is..." (branded products were suggested). In response, I received a photo shoot appointment.

To my wet and winded relief, before my shoot began I was fed Whole Foods' Two-Bite Brownies, and primped with store products by a Whole Body makeup artist. Music played while the photographer joked and shot, and I felt like a natural.

If you spot my poster this month, know that my smile is that of one satisfied customer.

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Do you have strong opinions and inside knowledge about the topic of this article -- and do you want to share your insights, observations and points of view regularly with the readers of MediaPost? To be considered as a MediaPost contributing writer, please send pertinent info about your credentials, plus several column ideas and one example of your writing on the topic, to pfine@mediapost.com. Please see our editorial guidelines here first.

JENNIFER COLEMAN
  • Jennifer Coleman is the Assistant Managing Editor of Media and OMMA magazines.



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