Feeling peckish? If you are anything like the Decision Marketing team, you are always hungry, although we rarely go by the mantra of “Breakfast like a king, lunch like a prince, and dine like a pauper”.
But, just in time, here comes a new campaign by UK peanut butter brand Whole Earth, which is urging everyone to get more out of their mornings in its new “Breakfast Better” campaign, created by agency St Luke’s.
Aimed at families and young adults looking for simple ways to eat a little better, St Luke’s has made “Breakfast Better” into a rallying cry to wake up to the power of peanut butter at breakfast by convincing them that Whole Earth is a delicious and healthy breakfast that helps them feel good and kick start their day in the best possible way. Sounds good to us.
Three OOH executions feature “delicious looking” serves of whole earth playfully placed over illustrations. One execution features a peanut butter bagel rising in place of the sun with the headline “Rising is easy, shining is the tricky bit”, another execution sees the toast on top of an illustrated winner’s cup being held aloft, the text reads “Winners cut crusts, not corners” and the final execution shows a rocket taking off with the headline “A head start starts with the stomach” all with the new line “Breakfast Better”.
The campaign will run for four weeks across static and animated out-of-home and paid social channels.
Whole Earth traces its origins to 1967, when brothers Craig and Gregory Sams opened Seeds, an organic macrobiotic vegetarian restaurant in London. They followed with a health food shop a year later, and in 1970 launched Whole Earth to make organic food more widely available. It is now part of KP Snacks.
Whole Earth head of international marketing Dan Winslet said: “The campaign is a great rallying cry to leave behind the boring, nutritionally empty and sugar-filled breakfasts we’re all familiar with behind. We hope our bold and playful campaign encourages people to Breakfast Better by adding a little Whole Earth to their mornings.”
St Luke’s joint chief creative officer Rich Denney added: “For years we’ve been told breakfast is the most important meal of the day, and who better to tell us than, Whole Earth, the nation’s No 1 peanut butter, with delicious headlines and beautifully crafted design to match. Tasty.”
So, what is the consensus around the Decision Marketing office?
Naturally, we love peanut butter, although in these days of intermittent fasting and Ozempic, it is probably not on the top of everyone’s shopping list. It might be tasty but sadly it is also seen as too calorific.
Still, we’d happily spread it on our toast until the cows come home. Just saying.
Decision Marketing Adometer: A “we’ll have it on a doorstep” 8 out of 10
