News & Content Generation

Whole Earth makes the UK’s number one peanut butter, with nothing but nature added. When new high-sugar spreads entered the category, we devised a campaign to promote Whole Earth’s versatility as a low-sugar breakfast option.

Our Role

  • Champion Whole Earth as a no-added sugar spread
  • Amplify the brand's ATL message: 'One jar, endless possibilities'
  • Specifically promote peanut butter's versatility at breakfast
  • Generate expert comment and recipes for low-sugar breakfasts
  • Connect the PR campaign to Whole Earth’s social channels

Our Approach

Our research survey amongst 4,000 UK families revealed the average school child's breakfast contains almost all their daily sugar allowance, thanks to the likes of Nutella and fruit juices.

For national media, we worked with child psychologist Charlotte Stirling-Reed to analyse our research and provide advice and sugar swap tips for parents. We also created 'Better Breakfast' stop-motion videos showcasing alternative uses of peanut butter.

Our Results

  • 130 pieces of Better Breakfasts coverage, estimated campaign reach of 2.8m
  • Press Association and Daily Mirror/Daily Express/Daily Record exclusives secured
  • 100% Whole Earth and website mentions or back links in coverage
  • 1,711 views of Better Breakfast stop motions to date