Whole Foods tries national ads for first time

Whole Foods Market, the nation's largest natural and organic chain, plans to roll out its first national advertising campaign.

According to USA Today, the slogan for the campaign slated to begin airing today: "Values matter."

"Whole Foods Market has been subtly telling our story for decades, and now is the time to overtly communicate what we've spent more than 35 years creating as change agents in the food world," said Jeannine D'Addario, Whole Foods Market's new global vice president of communications, in a statement.

Read more from USA Today.