Running from 8-14 May 2016, British Sandwich Week is a week-long celebration of the greatest food to go and the iconic British culinary invention that is the sandwich.
To mark the occasion, Whole Earth has teamed up with renowned food developer and author of 101 Sandwiches, Helen Graves to create a brand new sandwich – the Whole Earth ‘Natural Born Filler’. The nutritionally-balanced Vietnamese Peanut Butter Banh Mi style sandwich is packed with all of the natural ingredients needed to make it through the day.
To launch the new sandwich, Whole Earth is running a geo-targeted Facebook Canvas campaign, targeting Londoners for the chance to win a Whole Earth ‘Natural Born Filler’ sandwich lunch for their entire office, delivered by branded Sandwich Cycle.
A nationwide user-generated content competition is also taking place across the brand’s social channels with a Whole Earth hamper on the line, with fans asked to share their own peanut butter sandwich ideas.
Whole Earth’s campaign comes after new research commissioned by the brand found that the humble sandwich remains the lunchtime snack of choice for 81 per cent of consumers, with 61 per cent of Brits confessing to taking 30 minutes or less of the traditional lunch hour.
Adele Ward, Whole Earth brand controller at Wessanen UK, comments: “Whole Earth is packed full of natural goodness, but many people just spread it on toast for breakfast. We wanted to show consumers how versatile our peanut butter really is, and how it can be a ‘natural-born filler’. Since we know Brits love their sandwiches, British Sandwich Week provided us with the ideal platform. The lunch-hour is a hugely important time to recharge the batteries and gear up for what lies ahead, and our peanut butter is a highly natural and nutritious ingredient, packed full of protein to help get people through the day.”
Whole Earth is a brand enjoying strong growth as demand for healthy, natural foods increases. Latest figures show the Whole Earth peanut butter value sales grew by 27.6 per cent in the first 12 weeks of 2016, significantly outperforming category growth of 16.3 per cent (source: IRI w/e 26 March 2016).
The Natural Born Fillers campaign is being run by agencies Cubaka, TVC and Mad River.