Whole earth kicks off £1m video-on-demand campaign

By Éilis Cronin in Grocery, Product News 7th September 2020

Peanut butter brand Whole Earth is rolling out its “One Jar, Endless Possibilities” campaign across video-on-demand channels, in a move designed to promote the brand’s “versatility as a healthy snack or breakfast option”.

The “One Jar, Endless Possibilities” campaign is launching this week and will run until 21 October across ITV Player, All4 and Sky.

The campaign will be supported by Facebook and Instagram advertising and display ads close to supermarkets.

The brand said the campaign is expected to reach 60% of all 18- to 54-years olds.

The campaign initially launched last year and “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”.

Whole Earth said that 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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