Designed to build brand affinity, 'You Are What You Eat' is an Out of Home (OOH) spec campaign for Whole Foods that speaks to an audience who see Whole Foods not just as a store, but as part of their lifestyle.

Each curated basket represents a distinct personality, showing how the choices we make in the aisles reflect the lives we lead beyond them.

Reclaiming a phrase that once felt judgmental, the campaign turns it into a celebration of individuality. A basket reveals more than diet, it becomes a window into someone’s world: their hobbies, their love language, their routines - the small details that make them who they are.