Whole Earth Drizzler

NPD Food Launch

Whole Earth – the UK's number one peanut butter makes food that is good for you and good for the earth.

In May 2022, the brand unveiled Drizzler – the first and only squeezey peanut butter to launch in UK supermarkets.

Our Role

  • Develop a grassroots campaign to get peanut butter fans nationwide 'drizzling'
  • Broker a brand partnership to drive product trial
  • Create a raft of unique and varied content to promote the launch
  • Generate coverage across national, lifestyle, food and trade press

Our Approach

We first partnered with One Minute Briefs – challenging its creative community to produce an ad for Drizzler in under one minute. Twitter was flooded with Drizzler posters and puns e.g. ‘No More Mr Knife Guy’, generating social buzz and a bank of diverse content for launch. Even Lethal Bizzle re-tweeted the Drizzle!

To create a raft of reviews and recipes, we seeded Drizzler to micro and nano influencers, plus celebrity peanut butter aficionados.

Media coverage spanned national and regional food press, growing awareness among peanut butter fans. Driving product trial, we secured a partnership with Marshfield Ice Cream, showcasing Drizzler and ice cream as a match made in impossibly smooth heaven.

Our Results

  • 48 items of press coverage with a total online reach of 19 million
  • Coverage in Mail Online, The Sun, Daily Mirror, Sheerluxe and full page feature in Waitrose Weekend
  • 106 items of organic influencer content, combined followers: 611k, total engagements: 22.5k
  • Celebrity endorsements from Lisa Snowdon, Dan Walker and GBBO's Lottie Bedlow (combined followers: 1.2m)

    • Instagram Reel from @twogreedygirls