Kashi awareness push targets already-healthy consumers

Kashi Company, maker of the natural, minimally processed whole-grain cereal line popular with health conscious consumers, has tapped Formula PR to increase awareness of the brand among its core audience.

Kashi Company, maker of the natural, minimally processed whole-grain cereal line popular with health conscious consumers, has tapped Formula PR to increase awareness of the brand among its core audience.

Formula president Michael Olguin noted that the cereal company is not necessarily looking to sell consumers in the general population on the benefits of healthy eating. Rather, the agency will target potential customers who are already living healthy lifestyles.

Idea: Kashi enthusiasts - or disciples, as the PR team calls them - are already very loyal to the cereal company, Olguin noted. "We never want to compromise the authenticity of the brand," he said. The agency will capitalize on that enthusiasm, and build new fans among other health conscious individuals, by providing them with tips on keeping up their healthy habits and encouraging them to make new changes in their lives.

Tools: The campaign will coalesce around a "Day of Change," a series of events being held next month throughout the country. The mobile marketing tour will provide consumers with resources on topics such as nutrition, weight management, physical fitness, and the mind-body connection. In some markets, the tour will coincide with other health and wellness events or have tie-ins with other environmental programs. Formula will handle national and regional media relations for the "Day of Change" and will also explore partnerships and promotional opportunities to increase brand visibility.

Measurement: Olguin noted that the campaign has three goals: building general awareness, increasing sales, and learning information about Kashi's customers. For instance, one metric might come from tracking how many people sign up for Kashi's newsletter on its website. Formula is also trying to find ways to turn the "Day of Change" into a newsworthy event to increase coverage.


Company: Kashi Company
Campaign: Launch of "Day of Change"
PR Team: In-house and Formula PR
Other marketing: Promotions, special events
Launching: April
Budget: Undisclosed

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