Just six weeks after their first store opened in Napa Valley, an inflammatory article in the local paper threatened to undermine Whole Foods Market’s reputation for social responsibility and exceptional natural and organic food. Interestingly, locals in Napa thought of Whole Foods as a national chain store intruding on their small, rural community. The Hive had a response ready for the community in just a few weeks. We produced a series of seven-long copy ads, running daily in the local newspaper, which reintroduced Whole Foods to Napa as a business that not only had shared values, but had been there all along. After all, Whole Foods’ roots were very deep in Napa—many of the small brands that Whole Foods carried, both regionally and nationally, were homegrown in the Valley. We further proved Whole Foods’ local credibility by referencing things in the ads that only a local would know, like a favorite dive bar or a breed of cow indigenous to the area. In this way, we reminded residents that Whole Foods was already local. The campaign was a great success, with a warm community response and a nearly immediate, dramatic improvement in sales. For the Hive, this was the start of a long working relationship with Whole Foods.