Background

Whole Earth is a market leader in natural sweeteners and sugar alternatives. It wasn’t always this way, however. In 2017, Whole Earth launched in Australia. However, the brand struggled due to its premium price and poor differentiation in a saturated market. Then, in 2019, Coles (the #2 Australian supermarket) removed their products from its shelves, and Woolworths, the #1 chain, began to do so. In May 2020, mid-pandemic, we won the Whole Earth APAC account. We were tasked with launching a rejuvenated brand, including a new range using Monk Fruit, a unique natural sweetener that tastes like real sugar. Our objective? Prevent any further decline and grow market share by 5% year-on-year. While 5% may not sound like much, this is a hugely competitive market and, when we won the account, total market share was 4.7%. In effect, we had to double their market share in only one year.