To support British Sandwich Week (8-14 May), Whole Earth has launched its #NaturalBornFiller campaign.
Having teamed up with food developer and author of 101 Sandwiches, Helen Graves to create a brand new sandwich filling – the Whole Earth Natural Born Filler – the company is running a geo-targeted Facebook Canvas campaign. This will target Londoners, giving them the chance to win a Whole Earth Natural Born Filler sandwich lunch for their entire officer.
A nationwide user-generated content competition is also taking place across the brand’s social channels to win a Whole Earth hamper, with fans asked to come up with their own peanut butter sandwich ideas.
“We wanted to show consumers how versatile our peanut butter really is, and how it can be a ‘natural-born filler’,” comments Adele Ward, Whole Earth brand controller at Wessanen UK. “Since we know Brits love their sandwiches, British Sandwich Week provided us with the ideal platform. The lunch-hour is a hugely important time to recharge the batteries and gear up for what lies ahead, and our peanut butter is a highly natural and nutritious ingredient, packed full of protein to help get people through the day.”