Surrounded by new competitors, this natural food pioneer had lost its way. We were charged by the global head of Kellogg’s marketing to “give Kashi its soul back.”
I served as creative lead through the pitch, strategic repositioning and launch across broadcast, OLV, social and print.
The final campaign out-tested every other brand in Kellogg’s portfolio and reversed a multi-year sales slide.
Modern food-forward consumers buy on belief, not benefits. For us, it was about the people who make the food and the passion they pour into fixing our food system.
By stripping back to unscripted authentic interviews with employees and their kids, we created honest parent-to-parent dialogues with viewers.
To invite social sharing, we targeted shared passions and served up relevant conversations from Kashi’s best and brightest.