Whole Foods Market is to launch its first-ever marketing campaign in the UK as the US-based organic produce giant gears up to expand its UK offering.

The campaign will be orchestrated by brand design consultancy Boxer and aims to position Whole Foods as an 'everyday' choice for shoppers.

The push will feature digital initiatives including Bluetooth-enabled store windows relaying offers to customers, as well as more traditional outdoor media.

Whole Foods would emphasise the "very stringent ethical process" by which it sourced its products, a source close to the retailer said.

"The aim is to encourage shoppers to pop in at new occasions and explore all parts of the store," he said.

Boxer oversaw the company's delayed UK launch last year of an 80,000 sq ft store in Kensington under the slogan 'It's not something we do, it's everything we do'. Whole Foods plans to open a new store in Birmingham later this year.