Wessanen UK has launched a new campaign for its Whole Earth peanut butter brand, to support British Sandwich Week 2016.
British Sandwich Week runs from 8-14 May, and to make the occasion, Whole Earth has teamed up with renowned food developer and author of 101 Sandwiches, Helen Graves to create a brand new sandwich – the Whole Earth ‘Natural Born Filler’.
The launch of Vietnamese Peanut Butter Banh Mi style sandwich is being supported by the #NaturalBornFiller campaign, through which the brand is running a geo-targeted Facebook Canvas campaign. The campaign offers Londoners the chance to win a Whole Earth ‘Natural Born Filler’ sandwich lunch for their entire office, delivered by branded Sandwich Cycle.
A nationwide user-generated content competition is also taking place across the brand’s social channels with a Whole Earth hamper on the line, with fans asked to share their own peanut butter sandwich ideas.
Adele Ward, Whole Earth brand controller at Wessanen UK, comments: “Whole Earth is packed full of natural goodness, but many people just spread it on toast for breakfast. We wanted to show consumers how versatile our peanut butter really is, and how it can be a ‘natural-born filler’. Since we know Brits love their sandwiches, British Sandwich Week provided us with the ideal platform.”
Whole Earth is a brand enjoying strong growth as demand for healthy, natural foods increases. Latest figures show the Whole Earth peanut butter value sales grew by 27.6% in the first 12 weeks of 2016, significantly outperforming category growth of 16.3% (source: IRI w/e 26 March 2016).