Whole Foods shoppers have a reputation for being assholes. Instead of fighting the stereotype or apologizing for the high standards, we decided to turn the brand's biggest critique into a badge of honor.
Welcome to Whole Foods for A-Wholes.
What Kind of A-Whole Are You?
Your grocery list is a personality test. We created an in-app experience where users can scan their receipts to calculate their exact level of grocery pretension, unlocking their specific
A-Whole Persona.
Art Director | Logan Murray
Copywriter | Emory Hasenstab
AI Tools
Midjourney, Sora, Luma
