• by Fern Siegel , December 10, 2024

Whole Earth Brands has named The Variable as its agency of record for the Whole Earth and Wholesome brands.

Whole Earth Brands manufactures organic, Fair Trade sugars, agaves and honeys, as well as zero calorie sweeteners using stevia, monk fruit and allulose.

The business was awarded after a competitive review.

Power Digital will handle digital media buying, planning and strategic duties. 

The Winston-Salem, N.C.-based Variable works as an extension of the Whole Earth Brands marketing team to develop strategic marketing platforms and integrated creative campaigns in the U.S.

The team’s first work for Whole Earth is the “It’s a Whole Vibe” campaign, which redefines wellness in a bold, modern way. That work will continue to run in select markets through 2026.

For Wholesome, the current creative project builds on the brand's “All the Best” campaign, emphasizing how its sustainable products elevate baking from crop to kitchen. The client liked the loved the pitch campaign so much they wanted it live as soon as possible.

Courtney Lewis, CMO at The Variable, said: “With consumers expecting more than ever, we’re eager to help both brands break through the noise with bold, creative campaigns that make them the go-to choice for modern consumers looking to sweeten their lives in wellness-conscious ways.”