Peanut butter brand Whole Earth has unveiled a nationwide out-of-home (OOH) campaign to promote its new Drizzler ‘squeezy bottle’.
The campaign intends to market the new product – hailed as the ‘first and only squeezy peanut butter’ in UK shops – to new audiences across the nation.
As part of a £1.5 million investment, three different OOH designs will feature in ad spaces on roadsides, railway stations, bus shelters and at large format fame sites in major cities such as Liverpool, London, Birmingham, Manchester and Leeds.
The strapline ‘peanut butter but not as you know it’, will be accompanied by ‘playful’ phrases like “Well I never”, “Golly gosh”, and “Goodness me” all written in peanut butter.
The campaign intends to reach 50% of the UK adult population for a minimum of three times.
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“Having already enjoyed a successful launch, we wanted to engage and excite people in real-life locations with eye-catching visuals that depict Drizzler’s unique squeezy bottle and convenience,” Whole Earth marketing and category director at Ecotone UK, Bryan Martins, said.
“With no spoon or knife required, consumers can simply squeeze over any dish to add the great taste of peanut butter without the mess or fuss.”
“We’re looking forward to bringing our game-changing product innovation to more people with this campaign, introducing a new way to enjoy peanut butter never seen before in the nut butter category. Whole Earth is a market leader in its category, evolving the peanut butter occasion and broadening its audience.”
