4. 4
ORAMAINNOVATION & IMAGINATION
Orama uses innovation and imagination to refresh and
repower brands. Through primary and secondary research
Orama collects key consumer insights and builds unique,
pointed campaign strategies to reach target markets. With an
integrated approach, Orama collaborates across
communications elements to ensure campaigns are consistent,
targeted and creative across all platforms. Orama’s approach to
rebuilding the Kashi brand is in one word: (w)holistic.
5. TABLE OF CONTENTS
Situation Analysis
Campaign Strategy
Creative Plan
Media Plan
Public Relations Plan
Sources Cited
7
17
27
35
47
56
5
6. Dara Brody
Account Director
Charlie Beck
Media Director
Randi Eisenpress
Public Relations
A. Julius Zimmerman
Research Director
Lindsay Brown
Creative Director
Jenny Cohn
Public Relations
6
THE TEAM
8. 8
In 1984 (La Jolla, Calif) Phil Tauber and Gayle Tauber founded the Kashi Company to produce
and market ready-to-eat cereals and cereal-based products that were a
“convenient sources of good health: athleticism and wholesome nutrition.”
Passion in their pursuit of giving healthy meals to athletes and nutrition-minded
consumers led them to supply food at the end of athletic events (i.e. marathons, charity runs,
and Ironman). They partnered with non-profits that also used athletic events to
promote their cause calling the movement the “Kashi army” made up of loyal and
enthusiastic consumers .
This really helped the Taubers’ to connect a brand to a consumer’s lifestyle and needs. Seeing
the large market potential Kashi was acquired by The Kellogg Company in 2000 allowing the
parent company to enter the market for natural and organic foods .
In its first eight years under Kellogg, Kashi’s sales grew 42 percent annually on a
compound basis, to about $600 million in 2008. Six years later, as competition in the
market for healthy snacks and cereals increased, Kashi posted about $500 million in sales .
In May of 2016, Kashi announced a partnership with environment group QAI Certified Transi-
tional and introduced the first product made using a Certified Transitional
ingredient – Dark Cocoa Karma Shredded Wheat Biscuits, made with Certified
Transitional wheat. Through Certified Transitional, Kashi says it hopes to create a
marketplace to drive more organic farmland .
Currently the company employees 75 and products are sold under the Kashi®, GOLEAN®
and Heart to Heart® brand names in grocery and specialty food stores in the U.S. and Canada
.
COMPANY HISTORY
9. 9
The cold cereal market is shrinking as volume dropped 7% from the four years between 2009-
2013, and consumption has been dropping at least one percent each year for the last decade ac-
cording to Mintel . Consumers continue to turn away from sit-down breakfast options in favor
of snacks they can eat while on the go.
Rapidly growing categories are emerging to challenge breakfast cereals for share of the
breakfast meal: granola bars, Greek yogurt, and breakfast shakes. Just as fast food service
being to grow into the breakfast category: McDonald, Taco Bell, and Dunkin Doughnuts all
offering full breakfast menus. Against such competition, breakfast cereals struggled to remain
relevant compared to a saturated market full of high name brand reconnection companies.
Kellogg Co remained the leading player in breakfast cereals in 2015 controlling 26%
value share. Despite this leading position, the company has lost share every year since 2012.
Retail volume sales of breakfast cereals are expected to fall by 4% over 2015-2020, while value
sales are set to decline by 9% at constant 2015 prices to US$9.8 billion . S
ignaling a les safe and overall more violet market in the future.
As larger companies see the growth of the healthy cereal they have begun acquiring
smaller firms to gain larger market share. Soon it will lead to market consolidation within the
health cereal subgroup.
INDUSTRY TRENDS
10. 10
Despite being located on the West Coast, Kashi
cereals only perform slightly above average on the
Pacific Coast. However, Kashi is very popular in New
England, the rest of the Northeast and the
Mid-Atlantic.
CONSUMER ANALYSIS
KASHI PROFILE
$
Out of Americans who consumed Kashi in the last 6 months (2014 NHCS Adult
Simmons population), females showed a slight preference for Kashi over males.
White people make up 81% of market share
81%
45% of Kashi consumers household income is between $100k- $500 per year,
and are much more likely than average to purchase Kashi.
20% of Kashi consumers are 18-24 years old, followed by
7.3% of consumers who are 45-54 years old. 18+
Within the last week, a projected 4.5 million people
consumed Kashi’s GOLEAN cold cereal.
Kashi consumers are also highly educated. Generally, the head of household
has either graduated college or received a secondary education.
4.5 million
Very liberal and moderately liberal people are strong Kashi consumers.
However, very conservative people are also above average.
11. 11
Kashi consumers are 45% more likely than average to have an Apple iPhone.
CONSUMER ANALYSIS
KASHI PROFLE
Compared to other cold cereal consumers, Kashi consumers
spend more time on the Internet than television sets. WWW.
Kashi consumers are 61% more
likely to watch TV programs
online (stream or download) than
all cold cereal consumers.
Kashi consumers have respect for the
environment. 55% say they are more
likely to buy a product if it is
environmentally friendly.
When shopping for household
cleaning products, they look for
natural or organic.
Kashi consumers eat breakfast
between 6-7 a.m.
Kashi consumers are 60% more
likely than average to watch Good
Morning America.
12. A majority of the responses we received from our survey fell within Kashi’s target market. That
is to say that the majority was 18-24 years old, slightly majority of female, educated, white, and
wealthy.
PRIMARY RESEARCH FINDINGS
KEY TAKEAWAYS
About half of respondents have eaten Kashi cereal, and of those who have eaten
Kashi the majority said they were likely to eat it again.
50% of respondents claim to eating cereal semi-regularly (either a few times a
week or a few times a month)
Name recognition runs high among Kashi and competitors. 80% reported “yes”
to having heard of Kashi cereal, where as only 23% heard of Cascadian Farm
cereal.
Kashi ranked second out of four products in order of which cereal brands
respondents would buy. 30% more of respondents said they would buy Kashi first
as opposed to natural cereal competitor, Cascadian Farm.
Respondents associated “nutrition”, “whole grains” and “healthy” with Kashi, but
few associated “achievement” with the brand, which gives us room to grow.
12
People filled in “whole grains” when asked about associations with the Kashi
brand
Based on our results, the majority of people rank the following factors from most
important to least important when purchasing food:
1. Taste (49%) 4. Price (32%)
2. Nutrition (35%) 5. Popularity of brand (63%)
3. Ingredients (32%)
13. 13
Kashi is all about au natural; from-the-source foods (what they often call “Real Food”), and
their ad campaigns exemplify that. Their ads give a comprehensive look of their commitment
to fitting a certain type of health focused consumer.
Two of their ads, “Health Food Cravings Mission” and “Surfing”, coincide with one another in
that “Health Food Cravings Mission” seeks to find the best ingredients from around the world
and “Surfing” seeks to find the most nutritious products possible. Their tagline for both ads,
“seven whole grains on a mission”, ties in the nutritional and endearing quality of the
products sought after in the ads.
Kashi’s newest campaign, #GOTogether, is all about the grains that work well together to
make a nutritious meal out of their products. Not only is this effective to utilize as a hashtag
(via social media particularly), but the campaign has also been unique in creating a
Soundcloud song from the grains. This individuality is the type of thing that sets a company
like Kashi apart from others.
Perhaps one of the more unique aspects of Kashi’s campaigns have been their movement
towards sharing stories of the origins of their products and ingredients. Kashi has begun
posting videos like, “Get to Know Our Quinoa Farmers in Bolivia,” “The Lights on Initiative”
and “Where It Begins” which show both where their products are coming from as well as the
people who are behind them. This seems like an effective attempt to both make the campaign
more personal while being informational. The company has launched its own separate
website, kashistories.com, which explores the life of Kashi products from growth to table.
Additionally, Kashi has decided to feature some of these stories on their product packaging,
which launched July 2016.
CATEGORY CREATIVE ANALYSIS
14. 14
The combination of site, packaging, and video ad content sets Kashi apart across multiple
mediums, and expands their creative campaign beyond the television. It makes sense for Kashi
marketers to focus on the environmental aspect of where their food is coming from because
according to Simmons Kashi brand summary, Kashi consumers are 20% more likely to purchase
products that are from environmentally friendly companies than the average American, and they
are 23% more likely to consider eco friendly products to be of higher quality. These
environmental based stories, in turn, promote the idea that Kashi is of high quality and Kashi
becoming a more positive company in the eyes of their consumers.
Additionally, the Simmons data also concluded that Kashi consumers are 28% more likely say
they make a conscious effort to recycle, and 58% of Kashi consumers say they recycle. “The Life
Cycle of a Cereal Box” shows the life of a Kashi box beginning to end, emphasizing the
importance that Kashi cereal boxes are made from 100% recycled materials. Thus, directly
showing those consumers that as company, Kashi cares about recycling, too.
Comparing Kashi with Total and Quaker:
Kashi, Quaker, and Total are all breakfast cereals that promote high nutrition and health
qualities. Here’s what makes their ad campaigns different. Total is not off to a great start. Even
after the most basic searches, there are no recent TV or notable print ads that come up within
the past decade. Their website lists a comparative meter with Kashi GOLEAN® Cereal, however
there does not seem to be any sort of campaign to advertise these claims.
Quaker commercials more closely resemble those like Kashi. What sets their commercials apart,
however, is the comparison between qualitative and quantitative information. While Kashi is
able to relay the quantitative health facts in their ads like “As Much Protein as an Egg” (in which
they just hand out free GOLEAN® cereal out of an egg, citing that each small box has the same
amount of protein as an egg), they don’t quite capture the qualitative, emotional effect of the
Quaker “Enjoy all of It” commercial.
Kashi has been successful in communicating what they’re about, especially in terms of where
and how their food is made and sourced. Their YouTube videos “Get to Know Our Quinoa
Farmers in Bolivia” and “The Lights on Initiative” show a movement toward a better
understanding of moving beyond just facts and figures of their products.
CATEGORY CREATIVE ANALYSIS
15. •Global warming will begin to hurt grain milling and farming if not constrained
•Larger companies are acquiring smaller firms to gain market share, leading to consolidation within
the health cereal subgroup
SWOT
ANALYSIS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
•Kashi brand highlights the benefits of a healthy lifestyle, such as consuming natural foods and
staying active.
•Certified transitional farming initiative started by the company has given a new angle that a majority
of health products are not involved in
•Strong quality of brand: Take responsibility for their mistakes (value the customer)
•Unique selling point - Centralized around a common slogan “Seven whole grains on a mission”
•Products in this industry are established and market saturation is high
•Product design has low appeal to children
•Not acitve on updating social media platforms
•Public Relations crisis in 2012:
-Consumers felt betrayed because they believed Kashi shared their values. The products were
being marketed as “natural” at a premium price point ($5-$8.00) through reputable healt
food and organic retailers.
•Using social media to update consumers on products, while also increasing online ad targeting on
Twitter and Facebook
•Technological advancements in farming are introduced to improve operating conditions
•Purchased by the Kellogg Company
-Kellogg has heavily advertised its new healthy foods and shifted focus to its top eight
performing cereals, along with its Kashi brand.
•Certified transitional farming has developed a new market of products for the company i.e. Kashi
Dark Cocoa Karma Cereal
•Millennials (young professionals with higher disposable incomes)
•Non-white consumers
•Supporting healthy living over weight loss in advertising - goes after different psychographics than
most health products
15
16. While Kashi has been brand consistent throughout history and has put forth an effort to
move away from past discretions, they could benefit from an increase in company
transparency to improve an already strong market presence with a loyal consumer base.
This would be greatly benefited by an ad campaign focused on showing the farming
processes used in growing the grain that is found in all their products. Kashi Co. should
try and establish itself further in as preeminent healthy cereal brand in the United States.
In early 2016 Kashi announced they would begin helping subsidies farmers to convert
from conventional to organic certification farming. This campaign focuses on using
“transitioning farms” products as they pursue USDA Organic standards. The potentials
of this campaign could be a real assist for the company. If handled correctly a “good for
farmers, is good for costumer” focused message would fit well within a Kashi’s consumer
profile (see consumer analysis) increasing market share.
Kashi’s advertising consistency has overall been a success. Focused around using hard
sells to persuade consumers healthy, active, outdoors oriented, and individuality have
suited the company to date. However, this may be an alienation of a broader consumer
base; by trying to hit at a soft sell focusing more on family or increase a presence on a
digital space the company could increase their market share.
16
KEY ISSUES AND IMPLICATIONS
18. 18
Kashi positions itself as a healthy, wholesome brand dedicated to selling products containing
the most natural ingredients that benefit both the consumer and the earth. In 2011, Kashi’s
market shares in the natural segment (cold cereal) grew to 42%, making it the number one
brand in the segment . However, Kashi’s success was short-lived as the brand suffered major
losses in 2012 when consumers learned that not all of Kashi’s products were organic and
non-GMO, as advertising had led them to believe . In efforts to restore its image, Kashi has
worked to make all products Non-GMO verified by the end of 2016. The company also has
recently partnered with Quality Assurance International (QAI) to further the Certified
Transitional initiative; aimed at helping farmer’s transition from conventional to organic
farming practices. Kashi also received positive attention in July of 2016 for its rebranding
initiative that emphasizes the brand’s dedication to natural ingredients, while highlighting the
stories of the farmers who have been transitioning their farmland. These efforts have helped
to cement Kashi as an organic and environmentally friendly brand in the cold cereal market.
As Kashi works to reposition its brand, it has recently ranked as one of the top three brands for
“getting it right” in terms of offering “better for you” products among consumers .
Kashi competitors include cold cereal brands that work to position themselves as equally
natural and healthy. Quaker, for example, positions its products as a wholesome part of a
nutritious diet. Quaker prides itself on the excellence of its ingredients, specifically its whole
grain oats . However, Quaker does not have a commitment to organic and non-GMO
ingredients separating it from Kashi. Along with Kashi, Quaker has also ranked among the top
three brands for “getting it right” in terms of offering “better for you” products among
consumers showing its commitment to develop a health brand image . Similarly, Total cereal
positions itself as a whole grain cereal with an abundance of health benefits for a well-balanced
diet. Total’s website boasts nutrition content including; the promise that Total cereal includes
100% of the daily value of at least 11 essential vitamins and minerals, and even offers
consumers the opportunity to compare Total nutrition value with several types of Kashi brand
cereal . However, unlike Quaker and Kashi, Total’s brand is geared towards being the healthiest
choice, rather than the most natural or wholesome.
BRAND & COMPETITIVE ANALYSIS
19. 19
Kashi’s brand is cohesive across all platforms. The company’s advertising, packaging and media
placements fits in well with the organic and wholesome position Kashi works to maintain.
Although Kashi’s brand is consistent, it fails to strongly differentiate itself from its competitors
in the current marketplace. The health food industry is on the rise, and new data shows that 36%
of consumers are choosing to prepare healthier food at home rather than eat out at restaurants
. With more consumers looking for healthy options in their local supermarkets, Kashi needs to
make its products stand out against similarly branded cereals in order to capitalize on the
booming health market. The nutritional cereal market is highly concentrated.
BRAND & COMPETITIVE ANALYSIS
Cereal (Serving) Calories Fiber Sugar
Kashi GoLean (1)
General Mills Fiber One (.5)
General Mills Cheerios (1)
General Mills Total (.75)
General Mills Wheaties (.75)
Quaker Life (.75)
Kellogg Special K Protein (1)
Frosted Mini-Wheats (24 squares)
Nature’s Path Millet Rice (1)
18 Rabbits Felicitas Granola (1)
Cascadian Farm Hearty Morning (1)
6
0
1
5
15
6
4
12
6
8
10
12
10
14
3
3
1
2
1
6
4
12
6
6
140
60
100
100
120
120
120
200
160
185
175
180Ezekiel 4:9 Sprouted Whole
Grain Cereal, Golden Flax (1)
Big brand
cereals
Other parent
cereals
Small market
cereals
20. 20
After conducting consumer research with Simmons OneView, we
have identified our three main target audiences. Our results show
Kashi consumers are generally wealthy, involved and highly
intellectual members of society. From the key insights we have
gathered, we have identified a primary consumer target, a
secondary consumer target and a tertiary business target. We will
craft our campaign around the demographics, attitudes and
behaviors of these consumers and businesses in order to ensure
that our message is consistent and reaches the right people.
TARGET
AUDIENCES
21. 21
From our research, we have cultivated several key insights about our consumers. These insights will
help us to tailor our campaign to best reach our target audiences, and will additionally help us form
a strong understanding of our consumer :
Simmons OneView paints a clear picture of whom Kashi should target. Kashi is at or slightly below
average performance with most age groups. However, 18 through 24-year-olds are much more likely
(68%) to purchase Kashi cereal than the average person. The more educated people are, the more
likely they are to buy Kashi cereal. Kashi Co.’s consumers care and do their research to try and eat
healthy. Kashi cereal consumers not only eat healthy, they live healthy. People who work out, diet
and jump on new nutritional products are strong Kashi cereal consumers. Perhaps as expected,
Kashi performs well with people who purchase organic cereals. Kashi’s audience are well-educated,
health-conscious individuals who live on the near the East Coast or major metropolitan cities. They
have aspirations of being healthy or are not necessarily concerned with health, but live an elevated
lifestyle.
In addition to the above data, we have identified two VALS types of consumers that we will be tar-
geting in our campaign: Innovators and Thinkers. VALS types help us to identify an in-depth look
at the emotions and actions of different types of consumers. Innovators and Thinkers are high-func-
tioning, intelligent, financially established consumers that often take time in researching their prod-
ucts. Based on the characteristics of these VALS types, goal-oriented emotional appeals or logical
arguments will be most successful in connecting these consumers with our product. Additional traits
of our two included VALS types can be found below:
TO SUMMARIZE
CONSUMER PROFLE KEY INSIGHTS
VALS Type: THINKERSVALS Type: INNOVATORS
- Plan, research and consider before
they act
- Are not influenced by what’s hot
- Buy proven products
- Are financially established
- Are always taking in information
- Are skeptical about advertising
- Are future oriented
- Are self-directed consumers
- Have a wide variety of interests and
activities
- Believe in science and are receptive to
new ideas and technologies
22. CONSUMER PROFILE
PRIMARY TARGET
KATIE ANDERSON, 21
Introducing our primary target: Katie Anderson. Katie is currently a
senior studying environmental economics at Middlebury College in
Vermont. Katie has always been an excellent student and puts lots of time
and effort into studying for her difficult economics classes. Despite her
challenging major, Katie stays active on campus by playing on the
Middlebury field hockey team and volunteering at the local soup
kitchen on the weekends. Katie likes to make the most of her day and
usually wakes up at 6 a.m. before class to go on a run around campus.
After class, Katie enjoys cooking her own meals at home with healthy,
natural ingredients she buys at her local market. When Katie is done
doing her homework for the day she likes to curl up in her dorm room
and stream her favorite shows on Netflix. Originally from the suburbs
of Boston, Katie makes trips home every so often to spend time with her
family. For Katie, family time includes hiking, riding bikes and taking day
trips out to the Berkshires.
Age Range: 18-24
Household Income: $150,000+
Education: Enrolled in a 4-year
College University
Lives: New England
VALS type: Innovator
22
23. CONSUMER PROFILE
SECONDARY TARGET
TIMOTHY OWENS, 38
Introducing our secondary target: Timothy Owens. Tim holds a bachelor
degree in business management from Syracuse University and currently
works as a business operations manager at Mount Sinai Hospital in New
York City. Tim commutes to his job everyday from his home in
Westchester where he lives with his wife, Lauren. Tim and Lauren
enjoy taking trips into the Hudson Valley on the weekends to go on
nature walks and enjoy the fresh produce offered at local farmers
markets. While Tim tends to watch his favorite shows on Netflix during
the week, he makes sure to tune into Good Morning America every
weekend. Tim also prides himself on his rational purchasing decisions.
While some of Tim’s friends are quick to fall to the latest fad, Tim is not
so easily convinced; he researches each product before he buys it and
makes sure it’s something he actually wants to purchase.
Age Range: 35-44
Household Income: $200,000+
Education: Bachelor Degree+
Lives: Greater New York,
Chicago or Los Angeles area
VALS type: Thinkers
23
24. CONSUMER PROFILE
TERTIARY TARGET
Health food supermarket chains
Examples: Trader Joes and The Fresh Market
For our third target, we will use a business-to-business approach to
target health food stores. By selling Kashi at these select locations we
will create an association in the consumer’s mind between Kashi and a
healthy lifestyle. Simmons OneView data shows that Kashi consumers
are 125% more likely to shop at Trader Joe’s than the general
population. Trader Joe’s already sells Kashi cereal at its stores ;
however, we can push to make Kashi one of its top selling cereals. We
will also expand our reach into health food stores where Kashi is not
currently sold, like The Fresh Market. The Fresh Market chain prides
itself on stocking its stores’ shelves with healthy, nutritious products
. Through push and pull marketing strategies we plan to stock Fresh
Market’s shelves with Kashi and once again create the association in
consumers’ minds between Kashi cereal and a healthy lifestyle.
24
25. The ultimate business objective of our revitalized Kashi cereal campaign is to target both current and
future Kashi consumers. We plan to target current consumers by building on Kashi’s current brand
image and giving it a fresh new dimension. By repositioning Kashi’s focus from whole ingredients to a
“whole” consumer, we will capitalize on Kashi consumers’ high-achieving attitudes and inspire them
to associate their own goals with eating Kashi. Our new campaign will also target future consumers by
generating awareness about Kashi cereal through a revamped media plan.
Through both primary and secondary research, we have discovered that Kashi is a well-known healthy
cereal option. This name-recognition in the market gives us a competitive advantage among competing
brands. Since consumers already recognize Kashi as a healthy, wholegrain cereal, we have the
opportunity to build off of Kashi’s current brand image rather than recreate Kashi’s entire brand. This
grants our team a strong base to work off of and allows Kashi to maintain an air of consistency.
Kashi’s unique selling proposition is the wholesome ingredients included in its cereals. Similarly
branded health cereals, like Total cereal , focus on the nutritious advantages of their cereal, such as
weight loss and vitamin content. However, these health-conscious cereals don’t include the quality
ingredients that Kashi boasts. Even while other cereals, like Quaker , advertise the excellence of their
healthy ingredients, most don’t have the organic and Non-GMO ingredients that Kashi includes in
many of its products. Kashi stands above most competitors in terms of the superiority of ingredients in
its products.
Kashi currently struggles to stand out against its competition. Kashi cereal is not competing with
unhealthy cereals brands; therefore, emphasizing the nutritious ingredients in the cereal does nothing
to stand out from competitors, as other natural cereals use the same approach. Quaker Oats, for
example, implemented “Our Oat Story,” a campaign that emphasizes the quality of the oats in their
products. Total cereal additionally offers a feature on its website that allows the consumer to compare
the health content of its cereal with competitors, including Kashi. We plan to differentiate Kashi from
the competition by emphasizing the brand’s lifestyle elements. Instead of promoting Kashi as just a
healthy cereal, we can show consumers that transformational and healthy lifestyle changes can begin
with Kashi, and that Kashi eaters are part of an elite group of healthy, successful go-getters.
STRATEGY
CAMPAIGN
25
CAMPAIGN BUSINESS OBJECTIVE
COMPETATIVE ADVANTAGES
DIFFERENTIATION FROM COMPETITION
UNIQUE SELLING PROPOSITION
26. Kashi is currently positioned within the market as a healthy cereal with natural and wholesome
ingredients. Kashi positions itself as environmentally conscious and progressive in terms of including
organic and Non-GMO ingredients in its cereals. We plan to retain Kashi’s current position, but also
reposition it as a lifestyle product. Kashi will still be a healthy cereal with exceptional ingredients, but
with an added element of achievement and positive lifestyle reinforcement.
We will build Kashi’s brand around emotional appeals with aspirational elements. We plan to make
consumers feel like when they start their morning with a bowl of Kashi, they can achieve anything. Kashi
should create an aspirational self-image in the mind of the consumer. We will promote this self-image by
branding our product to create a feeling of success, personal growth and health among consumers.
Kashi’s current brand personality is happy, active and environmentally conscious. We plan to shift
Kashi’s brand personality to a focus on achievement, involvement and positivity. Kashi’s brand should
capture the idea that anything is possible. Kashi isn’t just a health food, but an integral part of being your
highest achieving, best self.
We want to link the following emotions and values to Kashi’s brand:
- Success, winning, validation, accomplishment, participation
- Community-oriented and goal-oriented values
- The ideas of “being your best self” and “the sky is the limit”
26
BRANDING POSITIONING: CURRENT AND DESIRED
BRANDING STRATEGY: CURRENT AND DESIRED
EMOTIONAL LINK TO KASHI
28. Kashi exists currently as a brand whose branding has focused almost solely on the the
nutritional, natural aspects of the cereal. Thus, the big idea of our Kashi campaign is too increase
a more emotional appeal to the brand by making Kashi a brand about lifestyle. This lifestyle is
about promoting involvement in the consumer’s life, making a more whole, fulfilling lifestyle. It’s
about getting being an engaged person, who leads an active lifestyle. Our premise is that Kashi
will help you achieve this. Even just by eating a bowl of Kashi in the morning, consumers are one
step closer to achieving that lifestyle. By consuming whole grains, buyers are moving themselves
to a more whole lifestyle.
Essentially, this campaign will promote wholeness as an end goal for achievers. As our customers
already know Kashi as a whole grain cereal (as shown in our primary research), the achievement
of wholeness will not be all that far off from the existing Kashi ideals. This campaign will not
change Kashi’s current stance, but will instead give Kashi a new dimension as a brand.
BIG IDEA
THEME: Using Kashi to achieve your best self, or “wholeness”
TAGLINE: Kashi’s standing tagline is “7 whole grains on a mission”
SLOGAN: “Whole grains for a whole you”
LOGO: We will not utilize a specific campaign logo, but will
continue to use Kashi’s brand logo to keep things simple.
28
29. Kashi consumers are goal setters; they’re environmentally aware; they’re the people who wake up
at the crack of dawn. They are VALS type Thinkers and Innovators, which means they are analytical
and think about the decisions for their future. Our campaign of “whole grains for a whole you” is a
goal for Kashi consumers to achieve: a goal to be their best self, or their “whole” self. The emotional
appeal of this campaign suggests that even if you are unable to achieve all the things proposed in the
ad, Kashi is at least a small step towards said goal. Kashi consumers will be captured
immediately because ads will feature someone like themselves (an active and involved person), or
someone whose lifestyle they admire.
We will be emphasizing Kashi cereal as a whole grain cereal as with previous campaigns, but we
will also be positioning Kashi as a brand who is familiar, friendly, and personable. The campaign
will will make this connection as the brand will make the step from “7 whole grains on a mission” to
achieving wholeness in your life. With that similar, yet critical emotional adjustment, Kashi will be
positioning itself as a brand who is more than just its products. Kashi will be the brand that helps
and wants you to achieve your goals, not just a brand who wants you to purchase their cereals.
The audience should feel energized and excited about Kashi cereals and the company in general.
Rather than influence our audience with a harder, more factual sell, our emotional appeal will create
a sense of community and lifestyle associated with Kashi. The goal is that consumers will associate
a supportive, more personable viewpoint with Kashi as a brand in addition to actually purchasing
boxes of cereal.
The campaign is also a goal to make Kashi top of mind when consumers think of natural cereals.
Kashi has already established itself as a natural cereal, but our emotionally appealing ads will set
us apart from competitors. Most of these brands are already emphasizing the health and natural
benefits of the cereal, thus this campaign will establish Kashi as more than just natural. Essentially,
Kashi will be going beyond just a cereal.
BRAND & AUDIENCE
BRAND EMPHASIS
AUDIENCE REACTION
CAMPAIGN EFFECTS ON BRAND
CAMPAIGN APPEAL
29
30. For magazine print ads, we will use the Kashi color scheme greens to stay consistent with
existing branding, and high definition, active shots. There will be multiple variations on the
same sort of idea, but they will all include our slogan, “whole grains for a whole you,” as well
as some other text pertaining to the photo in the ad. For example, in an ad featuring hikers, it
may say something like, “can’t wait to see the view from the top—Kashi helps you get there”
and then the logo and slogan underneath.
30
CREATIVE EXECUTIONS
PRINT ADS
SEEYOUATTHETOP
KASHI HELPS YOU GET THERE....
whole grains for a whole you..whole grains for a whole you..
ONEPEDALATATIME
KASHI HELPS YOU GET THERE....
Each of these ads shows people who are accomplishing big achievements. That plus the
context of “Kashi helps you get there” shows that these peple utilized Kashi to reach whatev-
er their goal may be.
31. 31
CREATIVE EXECUTIONS
BILLBOARDS & BUSES
Billboards and bus ads will feature clean, simple design for clarity from the road. They will
feature photos like those below and will simply say “whole grains for a whole you” and then
below, “find out more at kashi.com” with the Kashi logo. Some ads will ad further
descriptors, such as the second ad below.
WHOLE GRAINS FOR A WHOLE YOU.
KASHI HELPS YOU GET THERE
WHOLE
GRAINS FOR
A WHOLE
YOU.
FIND OUT MORE AT KASHI.COM
FIND OUT MORE AT
KASHI.COM
32. 32
CREATIVE EXECUTIONS
VIDEO ADS- 30 sec. commercial
Narrator: You’re ambitious. You’re strong. You give back. You aim higher. At Kashi, we
want to help you reach your goals and find your passions. It’s not always easy, but Kashi
helps you get there—one bowl at a time. Start your day right with Kashi: whole grains for
a whole you.
Scene 1: Couple hiking up a
mountain, they smile as they
reach the summit.
Scene 2: Woman running a
marathon—ecstatic as she
crosses the finish.
Scene 3 & 4: Shots of each
“character” starting their
successful days with Kashi
Scene 5: Fade to logo with
slogan
whole grains for a whole you.
33. 33
CREATIVE EXECUTIONS
VIDEO ADS- 15 sec. online video
Narrator: From seeing the world (pause) to saving it, there’s nothing you can’t do. Kashi
will help you get there. Kashi: whole grains for a whole you.
Scene 1: Quick shots at the
top of Machu Picchu, in a
rickshaw, snorkeling in a reef.
Scene 2: Shots of cleaning up
trash and volunteering.
Scene 3: Fade to logo and
slogan.
CREATIVE EXECUTIONS
BANNER ADS
We will have online banner ads on multiple different sites. They will be sort of a combination between
our billboard ads and our print ads. They will have clean lines and will be interactive so that when you
click on them they take you to kashi.com and will also potentially be a mobile ad (like a gif).
whole grains for a whole you.
34. 34
“I never thought I’d actually be able to run a marathon, but guess what? I did it!
Countless early mornings with my music in my ears, sneakers on my feet, and Kashi at
the table. I wouldn’t have had it any other way. Kashi helped me start my days and
helped me cross the finish line.”
“At Kashi, we want to help you reach your goals. Start your mornings with us. Kashi:
whole grains for a whole you.”
CREATIVE EXECUTIONS
RADIO ADS
CREATIVE EXECUTIONS
BANNER ADS
WHOLE GRAINS FOR A WHOLE YOU.
Find out more at Kashi.com
WHOLE GRAINS FOR A WHOLE YOU.
Find out more at Kashi.com
36. Kashi breakfast cereal’s advertising media is extremely unique from rival brands including those
offered by parent company Kellogg’s. For instance, Kashi takes a much more natural and holistic
approach when it comes to advertising their products across any medium. They accomplish this
by displaying the ingredients in a prominent location for the public to see on their packaging
and advertise this in grocery stores like Whole Foods or by offering free samples at bulk-buying
locations like Costco.
For the past several years, print media has been a great success for Kashi over their healthy
competitors . Their print ads cover the insides of magazines across the United States
following a very simple message; nutritious ingredients that are good for the body. The graphics
have their cereal ingredients in the shape of something that resembles the body emphasizing this
connection even more. Unfortunately, as the print magazine industry losses audience, if Kashi is
looking to remain relevant in the advertising world, they should look towards breaking into new
mediums to get their message across .
Kashi has produced several commercials that have aired all over the United States, but their best
known ad come out during the Sochi 2014 Olympics with professional skier, Kikkan Randall .
These ads worked at volume level primarily because Simmons One View gives an extremely high
index to those who watch NBC (the official Olympic network). But at the same time, a lot of these
ads aired during the daytime, which proved to have an extremely low index compared to other
viewing times. Going forward, Kashi should work on TV advertising knowing diverse audience
demographics, view times, and popular networks among the costumers can help improve the
efficiency of their money and time .
While not necessarily extensive, Kashi’s online media is an effective force to their target audienc-
es. The majority of its content revolves around information and videos that explain the benefits
of their cereals and other products . An important part of their online media is found on their
website where they discuss stories of how their healthy food affects others positively around the
globe. These stories accompanied by a written blog about healthy foods in general further estab-
lish their credibility in the nutritional world.
MEDIA USAGE ANALYSIS
ONLINE MEDIA PRESENCE
PRINT AD PRESENCE
TELEVISION PRESENCE
36
37. This is where Kashi is missing a majority of their audience when it comes to their media and
advertising spending. According to Simmons One View, Kashi’s target audience for all their cereal
brands isn’t primarily located on social media, but their market is so niche being the “healthy natural
choice” that if they collectively focused their marketing efforts towards Facebook users who actively
followed natural food bloggers or news, they would find a completely new audience that they hadn’t
even tapped yet .
SOCIAL MEDIA PRESENCE
OBJECTIVE
Orama Media Communications plans to conduct a year-long advertising campaign for Kashi
Cereals across the continental United States beginning in January of 2017 and ending towards
the end of December that year. The campaign aims to utilize a bell curve style of media
advertising that will cover all 12 months of 2017, but with an extreme focus on the Spring
months to improve brand recognition and shaping of the public’s perception of Kashi’s brand.
The height of the bell curve will be reached from March to May of 2017 on account of the season
where healthy food and helping out local communities is one of the primary focuses of American
consumers. This period of time is also a big season for television premieres meaning that a large
majority of the audiences will be unique and not typical for the particular markets we’re aiming
for. This will aid Orama in spreading Kashi’s image to people beyond the typical TV audience.
The geographic focus of our campaign will revolve around 50 of the top American markets
through the Spring season. These target markets will typically revolve around major
metropolitan areas who tend to be more health-conscious and interested in the aspects of where
their food comes from. A couple examples of these particular target markets would be Portland,
San Francisco, Austin, Boston, Seattle, Washington D.C. and Minneapolis. The idea is to hit both
liberal and medium to high income United States citizens and Orama believes that these target
locations along with many more will help to achieve this goal.
37
38. While we don’t plan to place the heaviest of our advertising here, Orama understands that the beginning
of the year can be a big turning point in sales of many products. This season of the year is particularly
important for Kashi’s media campaign because it’s during a vital period of time when Americans decide
to create New Year’s resolutions. While they don’t always plan to keep them, during the first one or two
months, many citizens decided that either eating healthier or more natural foods is the best choice for
them and their family. Using this knowledge, we can best create a campaign that targets those
individuals specifically through daytime and primetime network and cable television in order to drive
initial interest in Kashi cereals. This strategy will also introduce many viewers to Kashi cereals for the
first time before the springtime where the heaviest of our advertising will be.
During the months of Spring, Kashi plans to use a majority of its media shares to put its advertising here;
this is the peak of the bell curve model, although some would argue it’s more of a pulse. Springtime
worked as the best time for advertising in our particular market because this is a season that is heavily
associated with freshness, healthiness and all things natural. These reasons led our team to believe that
Spring was the best time to hit our target markets with an all our television campaign. Attacking
mainstream markets such as daytime, and primetime television is the best strategy to make all
consumers aware of Kashi’s brand and what it truly stands for in the community of natural breakfast
foods. This specific part of the campaign should be emphasizing the fact that Kashi isn’t a vitamin that
you take once every day, but a meal that should be consumed to get the consumer and their family’s day
started.
Springtime 2017 Coverage (March-May)
Beginning of 2017 Coverage (January-February)
THROUGH THE YEAR
Summertime 2017 Coverage (June-September)
Summer is an important period of the campaign for Kashi cereals because it’s when the bell curve of
advertising begins to taper off. These results are particularly critical to Orama because it offers evidence
of whether or not the Spring media bombing truly offered our target markets a good understanding of
the Kashi brand. This is also a very important period of time because at the end of Summer comes the
back to school season. Kashi can leverage this knowledge and launch a natural and healthy campaign for
moms and dads to get their kids started on the right foot with a proper cereal; ultimately driving
additional consumer interaction.
38
39. Statistically speaking, this will be Orama’s lowest focused time period of the twelve-month campaign.
Specifically, because the winter time drives very low interest for low impact purchases such as healthy
cereals. As the holidays approach, families often focus on advertisements that are directed at gifts for
others and themselves. For this reason, Kashi will put a much smaller emphasis on television
advertising during this period of time. Looking forward, this will be an interesting analytical month to
understand how many customers Kashi retains from the earlier season’s campaigns.
Fall/Winter 2017 Coverage (October-December)
Outdoor
Keywords
Targeted Sites
Banner Ads
Cable Television Primetime
Network Television Primetime
Network Television Late Night
National Radio Morning Drive
National Radio Evening Drive
Video Streaming Services
Spot Cable Television Primetime
Spot Television Primetime
National Men’s Magazines
National Women’s Magazines
TOTAL
2
1
5
2
24
5
3
4
2
1
5
3
30
5
3
2
4
1
2
1
5
7
5
5
50
20
1
8
2
5
1
2
1
5
7
5
5
50
20
1
8
2
5
Media Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. Total
2
1
5
7
4
4
50
20
1
8
2
5
2
1
5
5
4
50
13
4
2
4
2
1
5
5
4
40
12
3
2
1
4
2
1
5
5
4
30
11
3
2
1
4
2
1
5
3
3
30
5
1
3
1
1
4
2
1
5
2
30
5
1
3
1
1
4
2
1
5
2
20
1
3
1
1
3
2
1
5
2
20
3
3
FLOW CHART
2
24
12
60
50
29
14
424
116
6
52
17
5
49
46 55 112 112 109 90 79 68 59 55 39 36
39
40. Television is by far our most used conventional source of media controlling
practically 30% of ourtotal allocated funds. Moving a large source of our capital to this
market truly emphasizes the target markets that we’re aiming to hit throughout this
campaign. Primary targets will be stay at home mothers and fathers who leave the
television on throughout their day. These particular parents will hopefully take notice
of the natural ingredients and health-based aspects of Kashi’s cereals and decide that
these cereals will be best for their families. Even if these parents/adults aren’t buying
the products for their kids, they’re likely to make the healthy choice for themselves. Our
secondary market would target families and individuals who are concerned about where
their food comes from and being a part of a larger community. These people would
benefit from advertisements that emphasize the fact that Kashi’s ingredients come
from safe, healthy and natural farms from both inside the United States and around the
world. For these people, knowing that they’re contributing to a greater community than
their own will be a big selling factor.
Kashi’s advertisements will air on stations and channels across the country that best fit
our primary and secondary target audiences. Our target audiences have been found to
watch mostly daytime television, however, the market for primetime network and cable
TV is a heavy one as well so that’s where a large focus of the campaign will be. Major
network channels such as ABC, NBC, FOX and CBS will be a primary target however,
smaller popular cable channels such as TBS, TNT, FX, USA, Discovery Channel, Food
Network, and HGTV will prove to be very significant when drawing in niche audiences
that better fit our target consumer profile.
Advertising for Kashi cereal in 2017 will be heavily focused during the Spring months
of March through May during the season most associated with healthy eating and taper
off into the Summer and Fall seasons to make sure that the Kashi brand remains in the
target audience’s heads. Advertising will begin at the beginning of the year with small
amounts of coverage as to ease viewers into the idea of Kashi as their first choice as a
natural brand cereal.
TELEVISION
40
41. Orama’s media campaign for Kashi has a very large reliance on internet-related advertisements.
This highly correlates to the fact that our research proved a large majority of both our primary and
secondary audiences would be online due to them being a much younger demographic. Our ads will
revolve between a series of banner ads on a multitude of websites, ads on video streaming services,
several search engine marketing keywords, and one targeted website.
We decided to use a lump sum of money to target one particular site for the full twelve-month period
to make sure that Kashi can drive the most web traffic possible. The site that we chose to heavily
target is allrecipies.com because it drives in over 25,000,000 estimated unique visitors per month!
This is an extremely significant number because as a collective whole, we’re trying to hit our primary
and secondary audiences as closely as possible, and with this particular website, we’ve already
narrowed it down to a perfect niche audience of health-conscious adults who are interested in where
their food comes from.
This component of our online campaign holds the strict goal of driving brand awareness to Kashi’s
potential customers. We’ve decided to distribute these ads equally to five unique websites for the
entirety of the twelve-month period that this advertisement campaign will run for. The sites that we
have chosen to specifically target are FoodNetwork.com, Facebook.com, Food.com, NewYorkTimes.
com, and TheKitchn.com. We chose these sites because data shows that this is where our target
audiences will spend a majority of their time. Narrowing down these sites was difficult but it helps
Kashi deliver its message to both a niche and a widespread audience at the same time.
ONLINE
BANNER ADS
TARGETED WEBSITE
41
42. Orama also decided that search engine marketing is the future of online consumer manipulation
so we purchased 2 different keywords every month for the span of the twelve-month
advertising period. Keywords are critical to shaping what our potential consumers will see when
they’re looking online for information on healthy and natural breakfast foods. Our 24 keywords
will be: Kashi, cereal, breakfast, natural, healthy, ingredients, Quaker, farm to table,
community, non-GMO, total, whole grain, natural ingredients, oats, go lean, heart to heart,
green, flakes, healthy food, Quaker breakfast, Kashi cereal, good food, safe food, and GoLean.
To conclude our internet segment of advertising, we plan to include a decent chunk of targeted
advertising towards video streaming services online. Websites such as Hulu and Amazon Video
force viewers to watch ads before continuing to see their shows. However, targeting YouTube
videos would allow Kashi to hit a much more niche audience where we could tailor our ads to
only hit consumers who watch videos about certain topics, such as healthy foods and food
bloggers.
KEYWORDS (SEARCH ENGINE MARKETING)
VIDEO STREAMING SERVICES
ONLINE
42
43. While this wouldn’t be a large majority of our targeted primary and secondary audiences, our
research has shown that there is still a piece of Kashi’s consumer market who subscribe to
national and local magazines. Because of this, we’ve decided to allocate our funds to utilize print
advertisements into several general interest magazines, men’s magazines and women’s
magazines.
General interest magazines help Orama target a very wide net within the niche magazine market
that currently exists. However, we plan to target magazines that cater best to our primary and
secondary market so magazines such as Taste of Home, Food Network Magazine, bon appetit,
and Cooking Light.
Women’s magazines tailor to the mothers of the family who are looking for something more
nutritious for them and their family’s life. These will primarily hit the primary audiences we’re
aiming for and not so much the secondary. These magazines will include Better Homes and
Gardens, People, Instyle, and Family Circle. This audience will most likely drive a majority of
the magazine reader’s Kashi purchases.
Men’s magazines will be our lowest targeted audience because of their lack of purchase power
when it comes to the family food market. However, that doesn’t mean that we will completely
cut out all the stay at home fathers and the dads who hold the family grocery purchasing power.
To avoid this, Orama plans to target magazines such as Men’s Health, GQ, Esquire, Men’s
Journal and Men’s Fitness.
MAGAZINES
43
44. The remaining allocated funds for advertising are staged to be used in the radio and outdoor
fields respectively. These mediums are often overthought as methods that people subconscious-
ly ignore in their day-to-day lives, but with the right creative team they can be made into some-
thing so much more valuable to Kashi’s goal. With this in mind, Orama set off to accomplish
something bold by attacking both of these underused mediums to surprise our primary and
secondary audiences by storm.
According to data from Simmons OneView, a large majority of American’s make a daily com-
mute in a car that has a radio in it. Whether that commute is to work, to their children’s school
or do accomplish simple errands, car travel is an essential part of American life. Because of this
data, Orama has decided that radio would be a decent point of commercial attack. Using catchy,
attention-grabbing jingles that stick in the audience’s heads, Kashi can become a household
name which helps brand recognition, while at the same time reminding its listeners to pick up
their product on their way to the supermarket.
Running off of the same data from the radio research, countless American citizens commute dai-
ly which requires them to drive or ride past several billboards, park benches and countless other
forms of outdoor advertising before they arrive at their destination. This is why Orama has
decided to invest a significant portion of its budget (over three million dollars) towards outdoor
advertising. We’ve decided to cover outdoor ads in the top 50 markets over a two-month span in
the Spring of 2017. This time period specifically because no matter where American’s live, in the
Springtime anyone can walk around outside and see these outdoor advertisements. This gives
Kashi its best chance at reaching the best markets in the widest form possible.
RADIO & OUTDOOR
RADIO
OUTDOOR
44
45. ALLOCATION & COST BREAKDOWN
Conventional Media %Allocation CPP Total $Allocation GRPS
Cable Television Primetime
Network Television Primetime
Network Television Late Night
National Radio Morning Drive
National Radio Evening Drive
Video Streaming Services
Spot Cable Television Primetime
Spot Television Primetime
National Men’s Magazines
National Women’s Magazines
47
28
13
402
110
6
53
16
5
46
$911,330
$1,171,710
$325,475
$1,171,710
$325,475
$325,475
$650,950
$520,760
$130,190
$976,425
$19,227
$41,996
$24,776
$2,913
$2,972
$55,000
$12,324
$32,066
$28,618
$21,240
14%
18%
5%
18%
5%
5%
10%
8%
2%
15%
TOTAL $6,509,500
Impact Media Unit Alloc. Cost per unit $Allocation
Outdoor
Keywords
Targeted Sites
Banner Ads
Top 50 for 2 m.
2 keywords, 12 m.
1 site, 12 m.
5 sites, 12 m. each
$3,200,000
$702,000
$1,228,500
$360,000
$1,600,00
$29,250
$102,375
$6,000
2
24
12
60
TOTAL $5,490,500
45
46. Total Media Spending $Allocation %Allocation
Impact Media Spending
Cable Television Primetime
Network Television Primetime
Network Television Late Night
National Radio Morning Drive
National Radio Evening Drive
Video Streaming Services
Spot Cable Television Primetime
Spot Television Primetime
Spot Television Late Night
National Men’s Magazines
National Women’s Magazines
45.75%
7.59%
9.76%
2.71%
9.76%
2.71%
2.71%
5.42%
4.34%
0.00%
1.08%
8.14
$5,490,500
$911,330
$1,171,710
$325,475
$1,171,710
$325,475
$325,475
$650,950
$520,760
$0
$130,190
$976,425
TOTAL $12,000,000
54% 46%
conventional impact
46
48. PUBLIC OPINION & TRENDS
Many people today are very attracted to the idea of healthy eating; they want to ensure that the
products they are eating are natural, healthy, and overall good for them. In 2014, a study by the
USDA confirmed that Americans are consuming fewer calories from fat and saturated fat,
consuming less cholesterol and eating more fiber[41]. Kashi benefits from this healthy eating
trend due to the fact that they promote themselves as a healthy breakfast option or snack option
containing a lot of fiber and protein.
According to a survey, Nielson’s 2015 Global Health and Awareness Survey, 88% of those polled
were willing to pay more for healthy foods, all age demographics are interested in buying foods
that are GMO free and without artificial colors/flavors, and that the foods are high in fiber and
vitamins[42]. This information also benefits Kashi in that it directly proves that people would
be more willing to pay more for Kashi’s food due to the fact that they pride themselves in being
organic. Kashi is promoted to have a “commitment to creating a balanced food system,” and were
on the forefront of the health and natural food movement when they started in the 1980s[43].
In reference to price, Kashi’s products are not extremely high priced and therefore many people
are able to afford them. Therefore, Kashi prides in being healthy and affordable. Nonetheless,
Kashi has run into a few problems along the way, putting their title as “natural” in jeopardy. In
2011, Kellogg/Kashi faced a lawsuit for misleading consumers about their “natural” and
“organic” claims[44]. The Kashi GOLEAN® Shake was cited as a source of deception in that it
was not made with organic, natural products.
However, it wasn’t until 2012 that this lawsuit began to affect consumer’s opinions[45]. Kashi is
still recovering from the scandal that affected its public outlook; it faced alarm and anger from
store owners and consumers as many people were extremely disappointed with the uncertainty in
Kashi’s “organic-ness.”
In the past years, Kashi has made an undeniable effort to promote the fact that they are going
completely GMO-free[46]. In 2012, Kashi released a statement that pledged their allegiance to
taking initiative to increase company’s use of organic products[47].
48
49. - Promote Kashi as a lifestyle rather than a healthy supplement
- Kashi as a community; when you are part of Kashi you are part of something bigger
- Encourage Kashi consumers to set and pursue goals of any range
- Inform the public about Kashi’s wholesome values and ingredients
For over two decades Kashi has been known for being categorized as a healthy cereal. Today, Kashi
wants to expand our image to incorporate a lifestyle-centered approach to our brand by establishing
a relationship with goal-oriented attitudes for those who consume Kashi. The PR plan will exhibit
strategic marketing to re-establish consumers’ interest and involvement in Kashi, their experience with
Kashi as a wholesome and goal-oriented experience as well as establish relationships with stakeholders
as mentioned in our stakeholder analysis as well as future consumers. Public relations events and pro-
motions will increase the scope of the campaign throughout the year of 2017. Ultimately, our campaign
will allow customers to become a part of a community that is Kashi.
Throughout this campaign, Kashi will be working very closely with different media outlets. We will
utilize media contacts such as those listed below to promote Kashi’s events linked with philanthropic
efforts in which we also engage our consumers. We will take advantage of our contacts with established
companies such as USA Today and the Food Network as well as online publications such as Buzzfeed.
Our media contacts within National Geographic and Women and Men’s Health will ultimately cover
our campaign in order to instill the representation of a Kashi lifestyle amongst our consumers. Fur-
thermore, we hope to gain attention within some of our country’s major newspapers, including the
Chicago Tribune and The New York Times. Additionally, our campaign will reach out to some soft
news outlets such as E! News and People Magazine to cover our moblie taste testing events, as well as
other Kashi contests. Throughout the campaign, we will maintain positive relationships with all of the
media contacts to ensure positive coverage of Kashi.
PUBLIC RELATIONS
STRATEGY & OBJECTIVES
OBJECTIVES
STRATEGY
MEDIA RELATIONS STRATEGY
49
50. MEDIA CONTACTS
ABC News
Janet Dailey
VP Communications
janet.k.daily@abc.com
The New York Times
Linda Zebian, Director
Corporate Communications
linda.zebian@nytimes.com
@lindazebian
USA Today
Craig Kaplan
VP, Advertising Sales
New York Office
ckaplan@usatoday.com
The Chicago Tribune
David Syrek
Assistant Lifestyle Editor
DSyrek@chicagotribune.com
Women’s Health
Alex DeSanctis
National Advertising Director
212.573.0327
E alex.desanctis@rodale.com
People Magazine
Anne Toal, VP Digital Strategy &
Business Operations
(212) 522-1462
anne_toal@timeinc.com
Men’s Health
Nora Garrity
Director of Communications
(212) 808-1676
Nora.Garrity@rodale.com
National Geographic
Anna kukelhaus Dynan
Editor
anna.kukelhaus@natgeo.com
Buzzfeed
Liza Wasden
VP of Communications
pr@buzzfeed.com
Food Network
Dylan Jones
Chief Communications Officer
djones@scrippsnetworks.com
50
51. Throughout this campaign, Kashi will establish a stronger relationship with social media.
Given social media’s effect on younger generations today, Kashi’s involvement in social media
will convey their message to a larger span of age groups via social media networks such as
Twitter, Instagram and Facebook.
Social media specialists at Kashi will update these accounts multiple times a day - including
big news within Kashi or just simply reiterating Kashi’s wholesome goal for its consumers.
Kashi will follow through with this through two hashtags on each social outlet. #PartOfKashi
#KashiLifestyle are the two hashtags and will clearly convey Kashi’s message to the public.
Consumers will be encouraged as well to include these hashtags when posting about Kashi on
any social media outlet.
Another instance where social media will be utilized throughout this campaign will be
within the events and promotions. For example, as further explained below one of our events is
known as the Kashi Ten Day Challenge. Here, as consumers go each day eating Kashi they can
upload to Facebook, Twitter or Instagram a picture of what they ate and what goals they have
for that day as well as hashtags to go along with it. Kashi’s social media outlets will constantly
give shout outs to Kashi consumers based on interesting Kashi experiences that people share
on social media.
SOCIAL MEDIA STRATEGY
51
52. Kelloggs’ company: Philip and Gayle Tauber founded Kashi in 1984 and their first product was Kashi
breakfast pilaf[48]. They did not start making cereal until 1987. Kellogg acquired Kashi in 2000 for
$32 Million after seeing a 115 percent increase in sales in 1999. While Kellogg is worth $25 billion, with
Kashi making a large contributes (37.5 million in annual sales [OneSource]) and holds a direct state in
how the brand does[49].
Kelloggs’ employees: Kellogg employees nearly 34,000 employees worldwide. Kashi company is
based in Solana Beach[50], California and provides health care, retirement plans, paid vacation and
employee discounts for all employees[51].
Kelloggs’ stockholders: Kelloggs’ stock is currently at $75.00 a share and is publicly traded The
biggest direct holders, besides Kellogg W K Foundation Trust, are John Bryant, James Jenness, Gordon
Gund, John DIllon and Paul Norman. All Kellogg stockholders have a direct concern in the welfare of
Kashi[52].
Stores that carry Kashi products: Many individual and chain grocers and convenience stores--
such as Target, Walmart, Rite Aid-- stock Kashi[53] and have a direct stake in the success of the compa-
ny as it directly correlates to their own success.
Non-GMO Initiative: Kashi plans to have every product Non-GMO in the near futures. Currently,
eleven of their products are certified Non-GMO[54]. Kashi is one of the main name brands in the
Non-GMO initiative, so they have a stake in Kashi becoming entirely certified, which will aide in their
efforts to stop the use of GMOs[55].
Government: The FDA is responsible for monitoring Kashi and decided what products are natural.
They have a stake in Kashi’s appearance because they are a successful healthy and natural cereal brand.
Suppliers: Kashi’s suppliers are currently being used by a largely known brand, Kellogg. Since most of
Kelloggs’ products are not known as natural and healthy, Kellogg’s might not need these natural
suppliers without Kashi. Therefore, the suppliers’ have a stake in Kashi’s success.
Current Kashi customers: It is important that customers continue to buy and have a positive vision
of the brand as they are very important to it’s success.
STAKEHOLDER ANALYSIS
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53. Kashi values all of its stakeholders, and all questions stakeholders have are important to us. To
address these questions, Kashi representatives will be available via phone phone, email, as well as
via social media networks such as Facebook and Twitter.
Kashi will use a variety of strategies to engage its stakeholders. These strategies include numerous
events such as The Kashi Ten Day Challenge, Kashi Tastings and the Kashi Contest. These strategies
will help our stakeholders engage in our campaign and understand the wholesome values that are a
core part of our plan.
Stakeholders including store-owners and suppliers can be kept up to date with information and
updates at conferences which will be held every three months. These stakeholders will be held at
Kashi Headquarters in Battle Creek, Michigan. For those who are not in attendance there will be a
an online summary of the event and any important topics discussed available to them shortly after.
Lastly, all stakeholders will have the option to receive a report after each conference, outlining the
economic state of Kashi as well as upcoming events, philanthropic connections, and ongoing
reasons to continue their support for Kashi.
All Kashi employees will be kept up to date through weekly memos. These memos will discuss
Kashi’s future and current objectives as well as the progress of the campaign. Any concerns that are
brought to attention will be handled by the Human Resources department of Kashi.
Kashi users will now be able to follow Kashi’s progress after the 2012 crisis regarding the natural
labels on Kashi products on social media. Kashi’s social media accounts will update people on the
brand and on our goal to be fully non-GMO. This will inform stakeholders that we will maintain our
promises and are committed to being transparent. Instagrams will show where we are getting our
products from and stories about the farmers. While Twitter can link to articles and other
interesting data about Kashi.
STAKEHOLDER COMMUNICATION
CRISIS COMMUNICATION
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54. ADVERTISEMENT
Kashi Snapchat Filter Campaign
On January 15th, 2017 Kashi will debut a Snapchat filter that will be available for the first month
of the debuted campaign all over the US. The filter will have a frame around the screen and our
slogan, “Whole grains for a whole you.” Kashi’s logo will be displayed in on the center below the
slogan and the city and state will be displayed in the top right corner. This type of promotion will
encourage Snapchat users to go out and buy Kashi and to share stories with their friends and
loved ones. The filter will be accompanied by a live feed featuring the best stories from around the
US, showing the community that they are a part of.
PROMOTION
Kashi Contest
Starting in May of 2017, Kashi will come out with Monthly Contests. Each month, Kashi
consumers can sign up on Kashi’s website to involve themselves in the contest. The consumer will
pay $10 to sign up and all proceeds will go towards Friends of the Earth, a charity that focuses on
environmental problems. The contest will vary each month and participants will be updated on
the contest through Kashi’s social media accounts. The winner of each contest will be featured on
Kashi’s instagram account and will receive 10% off Kashi products for a month. The first contest
that we will hold will ask consumers to share their Kashi story, what Kashi has done for them and
what goals they have set for themselves and how they will achieve these goals. After this month
our creative team will produce more contest ideas for the rest of the year. Also, at the end of the
year, all contest participants will be put into a drawing for a free trip sponsored by Kashi.
PUBLIC RELATIONS
Kashi Ten Day Challenge
Throughout the year of 2017, Kashi challenges its consumers as well as people who do not eat
Kashi to go ten days while including Kashi in their diet each day.
PUBLIC RELATIONS, EVENTS &
PROMOTIONS
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55. The Kashi Challenge encourages consumers to document their ten days on social media such as
Facebook, Instagram, Snapchat and Twitter by using #10daysofKashi . Their documented
“challenge” will be tracked on our social media accounts, and each individual participating in the
challenge will be taken into account as well as their progress. Consumers are encouraged to set
goals they have for end of the challenge, and or after the challenge (long term or short term goals)
and they are encouraged to describe those goals and post about what they are trying to achieve/
what they have achieved that day of the Kashi Ten Day Challenge. Inspiring stories will be shared
after each ten day interval on Kashi’s social media networks. We plan on using Hootsuite to track
social media traffic for the Kashi Ten Day Challenge. The winner of each 10 day challenge a winner
will be chosen and receive 10% of Kashi products for a month.
Kashi Tastings
Kashi is partnering with Target to travel the US and have “Taste Tests” in numerous locations.
These taste tests will be advertised in Target commercials and will include a variety of events such
as Blindfold Taste tests where anyone can come up and try to guess which Kashi cereal they are
trying. The winner of these events will receive a Kashi sticker and a Kashi T-shirt. Another type of
tasting presented by Kashi will include free samples, where each day while in certain cities, there
will be a different “Kashi Theme” featuring a different special product of Kashi that day that they
will provide pedestrians to taste free samples. If you try a free sample you can get 10% an order of
that Kashi product from Target. Throughout Kashi Tastings, Target will spread the world, telling
people to “Look out for Kashi Taste Tests! Coming to your city soon.”
Food Network
Kashi will be partnering with the Food Network, featuring short mini clips in between shows with
famous food network stars making food with Kashi. We will have several different mini clips and
each clip is a different food network star making something different with Kashi. The food network
star will also talk briefly with the audience about their Kashi experience, perhaps share a personal
story how that Kashi product they are using in that specific mini clip helps them be more
wholesome and goal-oriented. This event will further stress to consumers the healthy aspect of
Kashi and how it can be made into a lifestyle. In return the Food Network will be given Kashi
products to use in shows and to give away to audience members.
#10DaysofKashi
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