Peanut butter brand Whole Earth is spreading its message through an outdoor ad campaign for the first time as it enters its 50th year.
The ‘Fuel Good, Feel Good’ campaign focuses on the natural goodness and health benefits of its spreads portfolio, and includes 5,000 static adverts that are expected to reach over 7 million Londoners.
The creative is being supported by social activity anchored on the hashtag, #FuelGood. The Wessanen UK-owned brand has also recruited endurance athlete and blogger Sophie Radcliffe to front a series of Whole Earth videos, which will be shared widely across its social channels.
Gill Green, marketing director at Wessanen UK said: “Whole Earth is going from strength to strength. This, our first ever outdoor advertising campaign, signals the start of what we anticipate will be another strong year in sales for the brand.”
The activity follows a successful year of growth for Whole Earth in the spreads category, which has seen the brand overtake Sun-Pat to become the UK’s peanut butter market leader. The brand’s value sales have grown by at 31% year-on-year.
Mad River, Cubaka and Hope & Glory worked on the campaign.