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 has announced it has appointed St Luke’s as its lead creative agency without a pitch.  Whole Earth’s owners KP Snacks handled an internal review of requirements, which led to the appointment of the agency.

St Luke’s remit for Whole Earth will include brand strategy development and creation of all ATL and digital communications for the Whole Earth range.

Whole Earth is part of KP Snacks, St Luke’s joined the brands roster of agencies in 2019 following a successful competitive pitch against agencies including Wieden & Kennedy, BMB and Engine (now House337) for the Tyrrell’s, Popchips and KP Nuts brands. It has subsequently been awarded Butterkist (via pitch) and Space Raiders (without a pitch).

Whole Earth was acquired In November 2024 by KP Snacks from Ecotone, who had owned the brand since 2003, further broadening its range of healthier products. It is currently the UK’s number one brand in the peanut butter category.

Dan Winslet, global marketing controller at KP said, “The acquisition of Whole Earth marks an exciting new chapter for KP Snacks. We’re delighted to be extending our five year relationship with St Luke’s by partnering with them on the brand.”

Ed Palmer, managing director of St Luke’s commented, “Whole Earth is the full package: a brand with a rich heritage, great health credentials and a moreish taste. We couldn’t be more delighted to have it in the St Luke’s food cupboard, and excited to get started.”