Whole Earth rolls out ‘One Jar’ campaign with first VOD ads

Whole Earth, the UK’s number one peanut butter brand, is rolling out its ‘One Jar, Endless Possibilities’ campaign nationwide with its first ever VOD campaign across ITV Player, All4 and Sky.

The £1m campaign, which launched early September and runs until 31 October, promotes Whole Earth’s versatility as a healthy snack or breakfast option, with an eye-catching kaleidoscope design highlighting suggested food pairings with apples, bananas and smoothies.  

The new VOD ads are voiced over by actor Adrian Scarborough, best known for his roles in films such as The Madness of King George, The King’s Speech and Les Miserables and TV shows including Miranda, Gavin and Stacey, and Killing Eve.

The campaign has been designed by creative agency Isobel, with media buying through Wavemaker.  It is being supported by paid social on Facebook and Instagram, plus display ads close to key supermarkets.  Augmented reality is also being used to bring the kaleidoscope visuals to life on outdoor and in-store displays. Overall, the campaign is expected to reach 60% of all 18-54 year olds (17m people).

Whole Earth first launched its ‘One Jar, Endless Possibilities’ campaign as an OOH campaign in London and the South East in Autumn 2019.  The campaign helped Whole Earth secure its position as the UK’s number one peanut butter brand with a 26% share of the market at the end of 2019 (Kantar Worldpanel data).  

Earlier this year, supermarket sales of peanut butter in supermarkets overtook jam for the first time, soaring by 35.5 per cent in the 12 weeks to 20 April 2020.

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Bryan Martins, marketing director at brand owner Wessanen UK said:

Peanut butter is such a versatile spread, which works brilliantly with fruit, smoothies or as a cooking ingredient, not just on toast. Our refreshed and extended One Jar campaign aims to open people’s eyes to some of the fresh ways to enjoy Whole Earth, whilst dialling up the fact that our brand has absolutely no added sugar, in contrast to many of the new entrants to the market.

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