Peanut butter brand Whole Earth has appointed Hope&Glory as its retained consumer brand agency, following a communications review.
Whole Earth, which is owned by Wessanen UK and reaches its 50th anniversary this year, is looking to raise awareness of peanut butter as an excellent source of natural protein and fibre.
Hope&Glory has been briefed to position Whole Earth as a “perfect way to re-fuel” and promote the brand platform of “Fuel Good; Feel Good.”
The brief also includes amplifying sponsorship properties, including the Whole Earth Man Versus Horse Challenge, and the brand’s associations with the British Triathlon Federation.
Hope&Glory will work alongside creative agency Mad River on experiential, Cubaka on social media and Highlight PR, which handles trade comms activity.
The account will be led by Hope&Glory managing partner Jo Carr and associate director Pieter Graham.
Katrina Farmer, brand manager for Whole Earth, said: “We are really excited to be working with such a positive and energetic team. Hope and Glory has a wealth of experience in the sports arena as well as in food and drink and they will be a much-welcomed addition to our team.”
Carr added: “Whole Earth Peanut Butters – without any of the nasties of added sugar or artificial additives – is tremendously well placed to capitalise on the trend amongst consumers for natural but delicious tasting protein fixes to help them power through the day. We are looking forward to strengthening its position in the market yet further.”