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Corinne Blair. Kashi Transmedia Marketing through Storytelling. Assignment 4. FINAL. 11.24.13.pdf

  1. Power of Positive Change 7 Whole Grains on a Mission Nourish People and Planet with Progressive Nutrition What Kashi Believes At Kashi, we believe in the power of positive change. When you eat better, you feel better. That's why we make our foods, so you can do a little more. 1 By: Corinne Blair | Mgmt 461.74, UCI Extension,Fall 2013
  2. Brand Story of Purity Simple and Explicit Brand Goal to Inspire, Educate and Motivate Brand Goal: Educating consumers so they are empowered to make the most nutritious food choices for themselves, and to make a positive impact on the planet. • Kashi dreams of a world where everyone embraces natural health. Kashi is passionate about and committed to improving the health of people and our planet by providing great tasting, nutritious and progressive foods. Kashi enables people to achieve optimal health and wellness, while also leading them on a path toward embracing a natural lifestyle. • “We make our foods with simple, natural ingredients — and everything we believe. So, inside every box, bag and wrapper, there’s not just real food, but a real food philosophy. Because we believe eating better together is better for all.. How do we make our foods? With every fiber of our being.” • “Many of us at Kashi don’t know where Kashi ends and we begin. To us, Kashi is more than products in packages – it’s a way of life.” • Kashiness - "At Kashi we have a spirit of natural living and of wanting to give back," explains Sandi Smith, Brand Manager, Kashi. "So a random act of Kashiness involves both kindness and natural living, like giving a piece of fruit to a delivery person or giving a reusable shopping bag to the person behind you in the grocery line." 2 By: Corinne Blair | Mgmt 461.74, UCI Extension,Fall 2013
  3. Company Background • Natural Lifestyle Pioneer – Founded in La Jolla, CA in 1984 by Phil and Gayle Tauber. The company's first product - breakfast pilaf, with seven whole-grains and sesame. • The founders envisioned the good that real food can do. They understood intuitively that real food has the power to do more than fill us with calories – it can create positive change in ourselves and in the world. When combined, whole grains can provide progressive nutrition, even protein, while minimizing impact on the planet. • Project SpArK (Sustaining the Planet and Retaining Kashiness). • 9.5 percent growth of the U.S. organic industry in 2011 to $31.5 billion in sales, according to the Organic Trade Association. • Wholly owned subsidiary of Kellogg’s. Acquired in 2000. But, continues to operate independently. • The Kellogg meta-narrative is similar - Kellogg Company's mission is to drive sustainable growth through the power of our people and brands by better serving the needs of our consumers, customers and communities. They believe in the power of breakfast. Help fuel better days. To better the lives of the people we touch. When you start with a great breakfast, great things can happen. 3 By: Corinne Blair | Mgmt 461.74, UCI Extension,Fall 2013
  4. Kashi’s products are natural, minimally processed and free of highly refined sugars, artificial additives and preservatives. Kashi® brands and foods include: GOLEAN® cereals and bars; Kashi® Heart to Heart® cereal, instant oatmeal and whole grain crackers; Kashi® 7 Whole Grain Puffs, Honey Puffs, Nuggets and Flakes cereals; Kashi® Good Friends® cereal; Kashi® Autumn Wheat®, Cinnamon Harvest®, Island Vanilla®,Simply Maize®, Indigo Morning™, Berry Fruitful®, Blackberry Hills® and Strawberry Fields® (organic) cereals; Kashi® Honey Sunshine® and Berry Blossoms® cereals; Kashi Black Currant Walnut® cereal; Kashi® Pita Crisps; Kashi® Chewy and Crunchy granola bars, layered granola bars, soft-baked cereal bars,soft n’ chewy bars; Kashi® snack crackers and cookies; Kashi® all natural frozen waffles,entrées and pizzas; Kashi® Steam Meal™ and Kashi® 7 Whole Grain Pilaf. 4 By: Corinne Blair | Mgmt 461.74, UCI Extension,Fall 2013
  5. Kashi Intended Target Audience Profile & Lifestyle • Health-conscious and passionate about Natural, Organic and Holistic foods. • Already living or aspire to living a healthy lifestyle. • Embrace the macrobiotic lifestyle - "the art of living while being conscious of the polar principles that govern the universe.” Strive to observe these forces in their everyday lives and use this as a key for obtaining balance, harmony and happiness, both physically and mentally. This lifestyle entails careful selection and preparation of food and attention to one's physical activity and social contact. • Protagonist: The audience – who is a change agent with the power for positive change, not just for health, but for the planet. • Conflict/Antagonist: Yin and Yang imbalance. Lack of knowledge and resources. Inadequate and unequipped. Don’t know how to start. • Hero: Kashi – who can bridge the gap to bring resources and empower the audience to active their power for positive change. 5 By: Corinne Blair | Mgmt 461.74, UCI Extension,Fall 2013
  6. How Kashi Articulates Brand Goals Kashi encourages people to live their best lives through:  Brandmark & Packaging - Through branding and packaging – Kashi articulates a simple message, and a clear “sense of self”, making it easy to spread their “Kashiness” across transmedia platforms/touchpoints.  Interactive online community at ,, and their Cultivate e-newsletter.  Kashi REAL Tour, a lifestyle immersion program and national grassroots tour that educates people about the importance of natural foods and healthy living.  Movement Partnerships, such as the Kashi REAL Project – championing non‐profit organizations working to keep real food in the minds and hands of communities across the country. Also the Non-GMO Project.  Natural Living Library on, Pinterest, and Facebook – through inspirational images related to Fiber, Healthy Weight, Heart Health, Nutrition for Kids, Organic, Progressive Nutrition, Protein and Whole Grains.  Social Communities - Facebook, YouTube, Pinterest, Twitter  Mobile App – Protein Calculator  Online Partnership –  Branded Entertainment & Film  Use of Employees in TV Commercials, Videos, and Images living out and modeling Kashi’s passion and beliefs.  Promoting local community involvement through Earth Day, Organic Awareness Month, buy local, farmers markets, farming education, sustainability, and recycling.  Spreading random acts of Kashiness  Sponsorship of Kikkan Randall, US Olympic Cross-Country Skiing Star, for Sochi 2014 Winter Olympics to inspire positive eating. The audience can Tweet the following posts “#Sochi2014 right around the corner, @kikkanimal is fueling with #Kashi. Are you harnessing the power of positive eating? #eatpositive” or “As she prepares for #Sochi2014, @kikkanimal is committed to the power of positive eating. How do you #eatpositive? #Sochi2014” 6 By: Corinne Blair | Mgmt 461.74, UCI Extension,Fall 2013
  7. Platform – Brandmark The Shape = The green brand block evokes nature and freshness. Concave elastic borders and an uneven textured rule add a sense of motion and evolution. Before any copy or elements are added, it already feels “healthy.” The Seven Seed at the end of a fluid wheat stalk ground us in an idea of whole ingredients. The stalk feels hand-drawn with a grainy texture, adding a hint of humanness, while the tail end incorporates a key brand talking point: “7 grains on a mission.” The Complete Logo = Evokes a perception of healthy, whole grain, and nutritious, creating a brand story of purity. 7 By: Corinne Blair | Mgmt 461.74, UCI Extension,Fall 2013
  8. Platform – Packaging YouTube Kashi Channel – Published on Dec 21, 2012 “Recycling gives a cereal box many happy returns. Kashi makes it easy with paperboard packaging that is widely accepted in home recycling programs. Watch as we turn the camera on and follow a box through the single-stream recycling process.” Color – primarily white promotes a sense of product purity. Copy - written “by hand” representing that special attention was taken with this product… from the ingredients, the process and even the consumer. Imagery - use real ingredients. For instance - showing strawberries on the vine, with leaves and blooms. “The imagery transports your imagination straight to the field where the ingredients must be sourced from.” 8 By: Corinne Blair | Mgmt 461.74, UCI Extension,Fall 2013
  9. “When you help us spread awareness of the Real Food Deficit, we'll donate money to organizations working to keep real food in communities throughout the country.” 9 By: Corinne Blair | Mgmt 461.74, UCI Extension,Fall 2013
  10. Non-GMO Project “Along the way to healthier eating, we made our own path.” Video post on Facebook and YouTube (April 2012) Hi everyone, it’s Keegan from Kashi. We see your passion and wanted to talk to you directly about the photo that’s circulating about our ingredients. Here’s a video message we’ve created to share our perspective and some additional details about what we’re doing to support positive change in the food system. 10 By: Corinne Blair | Mgmt 461.74, UCI Extension,Fall 2013
  11. Platforms - Branded Entertainment Kashi was proud to support 180 Degree SOUTH, a Woodshed Film (2010) Film documenting an environmentally aware adventure in Patagonia. Highlighting the importance of living a balanced, sustainable life with the natural world, 180° SOUTH takes you on an unforgettable journey through an extraordinary land that is being threatened by environmental degradation. Sundance Channel – Grains of Change – Branded Entertainment Series – 7 short films – (Oct 2008) Showcase Community Leaders Helping People Connect with their Natural Environment. Reflecting Kashi's commitment to helping people make positive changes in their own lives, the series profiles seven change agents across the U.S. who are dedicated to promoting healthy lifestyles and greater connections to the natural world. 11 By: Corinne Blair | Mgmt 461.74, UCI Extension,Fall 2013
  12. Small Change | Simple Tips for Better Living from 12 By: Corinne Blair | Mgmt 461.74, UCI Extension,Fall 2013
  13. Story Power Pulls in the Audience Isabel Isidro in her article “Kashi: Building Impressive Customer Reltionships “ on i-building-impressive-customer.html said it well, “Kashi has also done an excellent job of “humanizing” their business by identifying a few of their employees, and giving these employees a platform to discuss their own wellness goals, barriers and motivations.” Using their employees, as well as community leaders/change agents/influencers, Kashi pulls people into the narrative by igniting interest in planet health through real, human connection. Kashi is authentic, “walks the talk” of their beliefs, and evokes a “cool-factor”, which is contagious. The audience wants to be apart of Kashi, and the natural lifestyle and the movement of positive change. Video Montage of Kashi Commericals featuring Kashi Employees - b.44371386429&type=3&theater In honor of Organic Awareness month, Team Kashi toured Wild Willow Farms - a small local, sustainable farm and education center - Wild Willow Farms. (On Facebook) 13 By: Corinne Blair | Mgmt 461.74, UCI Extension,Fall 2013
  14. Meta-Narrative Conflict “Fail to Plan = Plan to Fail” In Fiscal 2012, Kashi's operating profit declined by 2.7 percent to $595 million, spurred partially by a summer 2011 recall of frozen pizzas, according to a recent Kellogg filing to the Securities and Exchange Commission. Kashi products -- marketed as natural -- took an additional publicity hit last year when a website reported that some of them contain GMOs (genetically modified ingredients). Health advocates said was in contrast to Kashi's wholesome image. Also, when the audience discovered that Kellogg’s, Kashi’s parent company, donated $790,000 to oppose Prop 37 - a ballot initiative that proposed mandatory GMO foods labels - this caused a negative backlash – as customers felt deceived by Kashi’s story and their ingredients. For the first time – the Kashi story was not coherent with the brand. Perhaps the story is coherent with the brand’s aspirations and “dream”, but not the brand’s reality. While Kashi has operated separately from Kellogg, they share raw goods resources, and have a similar meta-narrative. Kellogg should have been more mindful of the Kashi target audience, who is especially militant and hyper- sensitive to these issues. Kashi should have known their audience better to preempt the GMO-sensitivity. “Kellogg got itself into trouble by "not being entirely transparent," says Roger Nyhus, president of Nyhus Communications in Seattle. He sees a trend among some companies "of fudging language to allay consumer concerns and jump on the green bandwagon,and I think it's starting to backfire.” “Consumers drawn to a "natural" marketing message could also have their anger fueled by a sense that they were buying from a "small, pure" company,” says consultant Pam Danziger, president of Unity Marketing in Stevens, Pa. "They disdain large corporate entities," and now they find that Kashi "is, in fact, part of this big multinational conglomerate." On the positive side - the Kashi brand is doing a good job to fix the recent conflict, by publishing a video on Facebook and YouTube from a Keegan Sheridan, the Kashi Nutritionist, explaining the recent conflict and their ingredients. Plus, promoting their Non-GMO project, and adding Non-GMO labeling to products, and developing new Non-GMO products. Also, Kashi has done a good job with their storytelling – In their 30 second TV commercials and other platforms, they do not tell a story of one single product, but reinforce that all of their products fit within their brand story of purity through real ingredients and whole grains. Other Missed Opportunities Branded merchandise featuring the Small Change - Simple Tips for Better Living phrases and Kashi Mantra messaging . Consumers could buy merchandise online at the Kashi Store. UGC– Videos, Images and Content from Kashi users about their love for Kashi and how they are active as a positive change agent. 14 By: Corinne Blair | Mgmt 461.74, UCI Extension,Fall 2013
  15. References • • • • • • • • • Author Unknown (2009), Kashi celebrates 25 years with 'random acts of Kashiness, Retrieved November 23, 2013 from • Liz Schwartz (April 5, 2013), What is a Brand Story?, Retrieved on November 23, 2013 from brand-story/ • The Editors (August 15, 2011), Kashi Best Companies to Work For, Retrieved November 23, 2013 from • Rich Fahle (August 23, 2011), Transmedia and the Art of Brand Storytelling, Retrieved November 23, 2013 from • Barry Silverstein (May 2, 2012), Kashi GMO Flap Stirs Debate on "Natural" and "Organic", Retrieved November 23, 2013 from • Isabel Isidro (April 25, 2008), Kashi: Building Impressive Customer Relationship, Retrieved November 23, 2013 from • Steven J. Labrenz (February 27, 2012), Brand Management- Brand Audit of Kashi and recommendations for improvement, Retrieved November 23, 2013 from • Denise Oliveri (November 25, 2013), The Story Behind Kashi Food Company, Retrieved November 25, 2013 from • Author Unknown (Publish Date Unknown), Organic Cereal Scorecard >> Kashi Details, Retrieved November 23, 2013 from • Author Unknown (2010), Macrobiotic lifestyle – Definition, Retrieved November 23, 2013 from • Sheila Shayon (December 17, 2012), Truth in Packaging - Kellogg's Kashi Still Battling GMO Foes, Retrieved November 23, 2013 from By: Corinne Blair | Mgmt 461.74, UCI Extension, Fall 2013 15
  16. References • Callie Bruhn (September 27, 2013), Kashi To Sponsor Kikkan Randall For Sochi 2014 Olympic Winter Games, Retrieved November 23, 2013 from Randall-For-Sochi-2014-Olympic-Winter-Games • Author Unknown (September 5, 2008), Sundance Channel & Kashi Showcase Community Leaders Helping People Connect with their Natural Environment in a New Series, "Grains of Change", Retrieved November 23, 2013 from Connect-with-their-Natural-Environment-in-a-New-Series-Grains-of-Change- • Candice Choi (November 4, 2013), Kashi Cereal Got Too 'Mainstream,' Says Kellogg CEO, Retrieved November 23, 2013 from • Beth Herskovits (March 23, 2006), Kashi awareness push targets already-healthy consumers, Retrieved November 23, 2013 from consumers/article/54430/ pagetypeid=28&articleid=54430&accesslevel= 2&expireddays= 0&accessAndPrice=0 • Elizabeth Weise (April 29, 2013), Kashi cereal's 'natural' claims stir anger, Retrieved November 23, 201 from • Katherine Bindley (April 27, 2013), Kashi GMO Use Creates Controversy, Backlash On Facebook And Twitter, Retrieved November 23, 2013 from • Author Unknown, (October 26, 2013), Prop 37 Opponents Spending Millions To Oppose GMO Label Law, Retrieved November 23, 2012 from • Ted Mininni (February 22, 2010), One Unique Culture On a Mission, Retrieved November 23, 2013 from By: Corinne Blair | Mgmt 461.74, UCI Extension, Fall 2013 16