Whole Earth, the UK’s number-one peanut butter brand, is encouraging us to get more out of our mornings in its new “Breakfast Better” campaign, created by independent agency St Luke’s. The campaign invites families and young adults to rediscover breakfast as a joyful and nutritious moment — all powered by the natural goodness of Whole Earth peanut butter.

What’s the core idea behind the campaign?

“Breakfast Better” is a rallying cry to make mornings more meaningful. St Luke’s transforms Whole Earth’s message into a playful and inspiring reminder that starting the day with the right breakfast can boost energy, positivity, and focus. The creative uses witty headlines and rich visuals to celebrate the ritual of breakfast with peanut butter as its hero ingredient.

How is that idea brought to life?

The OOH campaign features three vibrant executions, each showcasing a delicious breakfast scene brought to life through clever design and humor. One shows a peanut butter bagel rising as the morning sun with the line “Rising is easy, shining is the tricky bit.” Another depicts toast atop a trophy cup with “Winners cut crusts, not corners.” The third features a rocket launching from a breakfast plate with “A head start starts with the stomach.” Each piece closes with the optimistic signature line — “Breakfast Better.”

When and where was the campaign launched?

The campaign launched on October 6 and will run for four weeks across the UK, featuring static and animated out-of-home placements as well as paid social content. The combination of physical and digital visibility ensures that the campaign reaches audiences during their morning commutes and online scrolls alike.

What do the creators say about it?

Rich Denney, Joint Chief Creative Officer, shared: “For years we’ve been told breakfast is the most important meal of the day, and who better to tell us than Whole Earth, the nation’s No.1 peanut butter, with delicious headlines and beautifully crafted design to match. Tasty.”

Dan Winslet, Head of International Marketing at Whole Earth, added: “The campaign is a great rallying cry to leave behind the boring, nutritionally empty and sugar-filled breakfasts we’re all familiar with. We hope our bold and playful campaign encourages people to ‘Breakfast Better’ by adding a little Whole Earth to their mornings.”

The legacy of Whole Earth

Whole Earth’s story began in 1967 when brothers Craig and Gregory Sams opened Seeds, an organic macrobiotic vegetarian restaurant in London. A year later, they launched a health food shop, and by 1970, the Whole Earth brand was born to make organic food more widely accessible.

Now part of the KP Snacks family, Whole Earth continues its mission by crafting peanut butters made with high-quality roasted peanuts — rich in protein and fibre, and with no added sugar. The range includes Smooth, Crunchy, Dark Roast, Golden Roast, and the innovative Whole Earth Drizzler line, along with a selection of natural soft drinks.

A delicious reminder to ‘Breakfast Better’

With its clever visual storytelling and relatable humor, Whole Earth’s campaign proves that OOH advertising can inspire small, positive lifestyle changes. By turning the morning routine into a moment of joy, the brand reinforces its identity as a wholesome, optimistic, and creative force in everyday life.