Whole Earth, the natural food brand owned by Wessanen UK, invited a group of fitness instagrammers to take part in a novel exercise class as part of its campaign to encourage people to keep active during the autumn months.
The world’s first ‘Pumpkin Pilates’, which took place in a pumpkin patch at Garsons Farm in Esher, Surrey, put a unique spin on the traditional pilates class by using the pumpkins as natural weights.
After the class, the social media stars had the opportunity to refuel with a peanut butter snack. Whole Earth’s peanut butter is a naturally high source of protein and fibre – ideal for those who lead an active lifestyle.
Images of the quirky exercise class, led Zero Gravity Pilates, were shared across the brand’s social media channels using the hashtag #WonderfuelTimes which is being used to anchor Whole Earth’s autumn campaign.
Seasonally themed images, food inspiration and recipes are being shared on Whole Earth’s Facebook, Twitter and Instagram pages to help motivate people to get out and keep active throughout autumn.
Katrina Farmer, Whole Earth Senior Brand Manager at Wessanen UK, said:
“Natural goodness is important to us at Whole Earth, and we strive to ensure we are living well, eating delicious food that can fuel us through our autumnal activities. Despite the weather getting colder and nights longer, we are encouraging the nation to get out and enjoy the great outdoors, be that through a long walk through a park or through a brand new form of exercise – Pumpkin Pilates.”
Whole Earth continues to demonstrate its commitment to supporting healthy lifestyles through its ongoing sports partnerships and social media activity. It follows the brand’s strategy to position its peanut butter as a natural source of protein and fibre to help fuel elite athletes, fitness fans, and those who follow an active lifestyle.
The brand worked closely with digital agency, Cubaka, to deliver the autumn campaign.