Whole Earth PR Stunt

Whole Earth makes the UK's number one peanut butter, with natural ingredients and no added sugar.

To leverage its sponsorship of Team GB for the 2020 Tokyo Olympics, the brand needed a PR stunt amplifying its ad strapline 'With you the Whole Way'.

Our Role

  • Leverage Team GB sponsorship to drive brand awareness
  • Convey peanut butter as a natural nutritional fuel for fitness
  • Drive sales and open up retailer distribution
  • Ensure Whole Earth retains its position as UK's no. 1 peanut butter


Our 2020 idea challenged endurance adventurer and Olympics superfan, Jamie Ramsay to use the natural fuel of Whole Earth to cycle and sail 9,500km 'the Whole Way' from London to Tokyo.

COVID meant Jamie only set off in May 2021 - ahead of the rescheduled Games, and instead of travelling to Tokyo, he cycled the same distance around the UK, finishing in ‘Stokeyo’ (aka Stoke-on-Trent)!

Our Approach

The campaign launched with double Olympic champion Helen Glover MBE firing the starting gun as Jamie departed from London's Queen Elizabeth Olympic Park. Further news and social media moments included: Jamie climbing '13 times the height of Everest', cycling through sound-alike towns e.g. 'Moscow' in Scotland and visiting primary schools to film children sending a giant Mexican wave of support to Team GB as they headed to Tokyo without family or any British crowds. Five Team GB athletes also acted as brand ambassadors, generating interviews and profiles in health, fitness and lifestyle media.

Our Results

  • 578 pieces of content with estimated reach of 44.5m
  • 33 items of national coverage, 79 broadcast features
  • 24% increase in value sales over two-year Team GB sponsorship period
  • Whole Earth retained its position as UK's number one peanut butter