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Whole Foods and Instacart will partner for Mother’s Day delivery

BY Dan Berthiaume

AUSTIN, Texas — Whole Foods Market and Instacart are partnering to make it more convenient to show Mom how much you love her this Mother’s Day. Using the Instacart service, Whole Foods will deliver flowers in as little as one hour across 15 major U.S. metros, along with a selection of other gifts.
 
Between May 1 and May 10, customers can log onto Instacart.com or the Instacart mobile app and choose from two Whole Foods Market bouquet options, then use the “notes” feature to specify their preferred color and what they would like to say on a handwritten card. Customers can also choose a delivery window of within one hour, within two hours or at a scheduled time. Orders can be placed up to six days in advance.
 
Customers can use Instacart’s Mother’s Day “aisle” to also purchase teas, chocolates, candles, body care items or breakfast ingredients, all curated by Whole Foods Market experts and available for delivery with the bouquet. Instacart’s database of recipes from Whole Foods Market come with automated shopping lists to add ingredients to the online cart.
 
“After seeing how much customers loved our Valentine’s Day floral delivery with Instacart, we’re now excited to offer a convenient, affordable way to celebrate moms everywhere with Whole Trade flowers that give back to women and communities around the globe,” said David Lannon, executive VP of operations for Whole Foods Market. “In keeping with our mission to delight shoppers, we also think customers will love ordering with Instacart’s automated shopping lists for brunch recipes, or finding mom a new favorite candle, all in a format that fits their schedule.”
 
Instacart delivery from Whole Foods Market is currently available in stores across 15 markets: Atlanta; Austin; Boulder; Boston; Chicago; Denver; Houston; Los Angeles; New York City; Philadelphia; Portland, Oregon; San Francisco; San Jose; Seattle and Washington, D.C.
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Minute Maid to parents: You’re doing better than you think

BY Ryan Chavis

 

ATLANTA — Minute Maid, a brand from the Coca-Cola Co., on Monday announced the “Doin’ Good” social campaign, which aims to remind parents of the many things they do to make a positive impact on the lives of their children.

The centerpiece of the campaign is a digital film featuring scenes with real parents discussing how they think they’re performing as parents. Each parent expresses feelings of inadequacy — but this changes when they read letters written by their children, who confirm that their parents are actually doing a great job. 

“At its heart, Minute Maid is a family brand,” said Charles Torrey, VP of Minute Maid marketing. “We know parents today face more challenges than ever. Whether it’s the pressure felt from a stranger’s comment or someone’s picture-perfect post in social media, it’s easy for parents to ask themselves, ‘Am I doing good enough’? In true Minute Maid form, we want to shine a light on the positive, and remind parents of all the good things they do that make a big difference. We know that when it comes to making juice or raising a family, when you put good in, you get good out.”

Minute Maid’s campaign will also feature a fully integrated media plan across broadcast, digital and social (with the #doinggood hashtag.) Additionally, the brand will partner with bloggers, Facebook, YouTube and others to help spread awareness. 

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Honest Tea prepares for summer with new beverage

BY Ryan Chavis

BETHESDA, Md. — Honest Tea will add a new lemonade variety to its line of Summer Refresher beverages. The brand’s new Watermelon Lemonade will join Original Lemonade, Mango Lemonade, Mint Limeade and Half & Half Lemonade & Tea at Whole Foods Markets beginning May 2015. 
 
“Watermelon is the most consumed melon in the U.S., so we knew it would be the perfect addition to our Summer Refresher line,” said co-founder and TeaEO Seth Goldman. “The notes of ripe watermelon, and even a hint of rind, make our Watermelon Lemonade ideal for any picnic, party or playground.”
 
Honest Tea Summer Refreshers contain 70 calories per 8 fl. oz.-serving. The beverages will be available in 32 fl. oz. glass bottles throughout the summer for $2.49 per bottle. 
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