Whole Earth, the natural and organic food brand from Wessanen UK, has unveiled its largest-ever outdoor and digital advertising campaign, aiming to drive peanut butter usage.

The ‘One Jar, Endless Possibilities’ campaign uses an kaleidoscope-effect artwork to demonstrate the versatility of peanut butter.

“Many people only consume peanut butter on toast, but it can be used in so many other ways; in curries, smoothies, soups, paired with fruit – the possibilities really are endless,” said Bryan Martins, marketing director at Wessanen UK.

“If we can inspire consumers to broaden their peanut butter usage, we have a significant opportunity to drive category growth. We think the campaign beautifully captures the brand’s personality and are confident it will make people think differently about peanut butter.”

The campaign goes live from 26 August for six weeks on rail platforms and concourses, tube stations and tube escalators across London and the South East, using both static and animated formats.

The creative is being supported by a six-week digital marketing push and paid social media activity using #ItsNotJustForToast.

Whole Earth’s original peanut butter will be the focal point of the artwork, in addition to one design that features a new peanut butter launched earlier this year, Whole Earth Dark Roasted.