Whole Foods unveiled its first-ever nationwide marketing campaign on the heels of its sustainability ratings announcement last week.

In an attempt to shake off negative perceptions, like the nickname "Whole Paycheck" that has plagued the retailer for its higher prices, Whole Foods is attempting to establish itself as the brand of choice for organics.

Whole Foods is focusing on values with its new campaign, showing farms where the company sources its meat and produce alongside the farmers who tend them.

The campaign includes full-page glossy print ads and commercials that run in prime-time television spots, costing around $15 to $20 million dollars.

Whole Foods must now compete with retailers like Walmart and Kroger, which have launched their own organic lines of produce.

Read More:

• With its first TV commercials, Whole Foods wants to show you where your food comes from (Washington Post)
• Whole Foods Tries First National Ads in Sustainability Arms Race (BloombergBusinessweek)