Peanut butter brand Whole Earth is campaigning for better breakfasts in its new campaign created by St Luke’s.

To encourage families and young adults to wake up and eat better, the ‘Breakfast Better’ campaign celebrates the power of peanut butter by positioning it as a healthy and delicious way to start the day.

The out-of-home campaign is made up of three different executions that feature appetising images of Whole Earth spread next to striking illustrations and witty copy. 

One creative features a peanut butter bagel rising in place of the sun with the headline: ‘Rising is easy, shining is the tricky bit’. Another features a piece of peanut butter toast on top of an illustration of a winner's cup with the copy: ‘Winners cut crusts, not corners’. The third execution is a rocket taking off next to the line: ‘A head start starts with the stomach’. Each iteration features the campaign line: ‘Breakfast Better’.

“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,” says Dan Winslet, Head of International Marketing at Whole Earth.

The campaign will run for four weeks in October across static and animated out-of-home and paid social channels.

The charming out of home campaign is a rallying cry for delicious and healthy breakfasts.