Whole Earth, the natural and organic food brand owned by Wessanen UK, has unveiled an outdoor and digital advertising campaign to demonstrate the versatility of peanut butter.

Whole Earth One Jar Endless Possibilities

Using both static and animated formats, the eye-catching ads will appear at travel locations across London and the South East from 26 August for six weeks. The campaign is expected to reach more than 15 million commuters.

The creatives are also being supported by a six-week digital marketing push and paid social media activity to engage with foodies and recruit peanut butter fans using the hashtag #ItsNotJustForToast.

Designed to shine a light on Whole Earth’s regular peanut butter range and new dark roasted variant, the campaign is set to be the largest-ever marketing push for the brand.

Bryan Martins, marketing director at Wessanen UK, commented: “Many people only consume peanut butter on toast, but it can be used in so many other ways; in curries, smoothies, soups, paired with fruit – the possibilities really are endless.   If we can inspire consumers to broaden their peanut butter usage, we have a significant opportunity to drive category growth.  

“Our vibrant and visually arresting campaign strives to capture people’s attention on their daily commutes when they have more time to think about meal and snack preparation. We think the campaign beautifully captures the brand’s personality and are confident it will make people think differently about peanut butter.”