campaign Plans book

Helena FistelEmily Tsoy

Rebecca HaasClaire Lewis

Katie SweeneySpencer McAfee-Gundrum

Account ManagerResearch DirectorPublic Relations DirectorMedia PlannerCreative DirectorCreative Director

At Dog Eat Dog, we like our clients messy. We discover them in the pits of an identity crisis and launch them out of it.

We’re a full-service agency and we do brand revolutions.

Situation AnalysisCampaign Strategy

Creative PlanMedia Plan

Public Relations PlanAppendix

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table of contents

SITUATION ANALYSIS

5

contents

A. History of the Company

B. Historical and Industry Trends

C. Competitive Analysis

D. Consumer Analysis

E. Brand Analysis

F. Media Usage Analysis

G. Category Creative Analysis

H. Public Opinion and Stakeholder Analysis

I. SWOT Analysis

J. Key Issues and Implications

6

Kashi Company, located in La Jolla, California, is a private subsidiary of Kellogg Company (located in Battle Creek, Michigan) that

grosses $47 million per year in sales with only 75 employees. Their senior management official is Stacy Ring-Sanders, Vice President

and Sales Executive. Kashi is classified as a “health food breakfast and snacks manufacturer,” and it works under the mission of provid-

ing “great tasting, all natural and innovative foods that enable people to achieve optimal health, wellness and weight management.”

Kashi was founded in 1984 by Philip and Gayle Tauber. They started the company in hopes of catering to a health-conscious audience

who valued “whole grains and simple ingredients” and a “high-protein, high-fiber diet.” The company flourished independently for

almost two decades until Kellogg bought it in 2000 for $33 million. In 2008, annual sales hit an apex of $600 million, allowing Kashi to

expand and release new lines of cereal like Organic Promise and Heart to Heart.

Shortly after, however, Kashi started to lose steam as competition for health foods increased. The final blow to Kashi’s previous pros-

perity came in 2012 when John Wood, the owner of a natural foods store in Rhode Island, removed Kashi from his shelves after dis-

covering that it was produced using GMOs (genetically modified organisms). This scandal went viral online and Kashi customers felt

betrayed – not only because they felt Kashi had used the term “natural” dishonestly, but also because their parent company, Kellogg,

had allegedly spent over $600,000 to fight the California Ballot initiative, a campaign that aimed to require all GMO food products to

be thus labeled. Due to the bad press associated with this incident, Kashi vowed to remove all GMOs from its products. The GoLean

cereal line is already 100% GMO free and the others are pledged to follow suit by summer 2016.

History of the company

• Avention One-Stop Report: Kashi Company. Rep. Concord: Avention, 2015. Avention. Web. 9 Oct. 2015.• Kesmodel, David, and Annie Gasparro. “Inside Kellogg’s Effort to Cash In on the Health-Food Craze.” The

Wall Street Journal Dow Jones & Company, 31 Aug. 2015. Web. 23 Sept. 2015.• Kashi - Nutritious Foods | Protein Snacks, Recipes, Cereal, Meals. Kashi Company, 2015. Web.

historical and Industry Trends

Several consumer and industry trends have influenced the performance of cereal production within the past five years. The IBISWorld

Industry Report for cereal production in the US names a few:

Consumer Trends

• The increasing popularity of low-carb diets has discouraged the consumer from buying ready-to-eat cereal.

• The average disposable income has started to rise, and consumers choose to spend this money on luxuries instead of industrial

goods (dining out versus eating in).

• As the unemployment rate has also fallen, on-the-go foods have become increasingly popular.

• The adoption of healthier lifestyles has created a demand for products with high-fiber, high-protein and vitamins.

Industry Trends

• The grocery store industry is expected to grow, so contracts with popular supermarkets could be beneficial.

• The grocery wholesaling industry is also predicted to grow, so good relationships between cereal groups and wholesalers will be

vital.

Resulting from all of these factors, revenue of the general cereal market has an expected decrease from 14.7% in 2010 to 12.6% by

the end of 2015. However, again due to the increased average disposable income, the cereal market has been shifting towards more

expensive, healthier “high-end” options, which in turn has the potential to yield higher profits. In fact, last year, products labeled

“natural” increased sales by 11.7% and products labeled “organic” increased by 14.7%.

• Carter, Britanny. Cereal Production in the US. Rep. no. 31123. N.p.: IBSWorld, 2015. IBISWorld. Web. 9 Oct. 2015.

• Kesmodel, David, and Annie Gasparro. “Inside Kellogg’s Effort to Cash In on the Health-Food Craze.” The Wall Street Journal. Dow Jones & Company, 31 Aug. 2015. Web. 23 Sept. 2015. 7

• Strom, Stephanie. “The New York Times.” Uneasy Allies in the Grocery Aisle. The New York Times Company, 13 Sept. 2012. Web. 23 Sept. 2015.

• Kesmodel, David, and Annie Gasparro. “Inside Kellogg’s Effort to Cash In on the Health-Food Craze.” The Wall Street Journal. Dow Jones & Company, 31 Aug. 2015. Web. 23 Sept. 2015.

• Carter, Britanny. Cereal Production in the US. Rep. no. 31123. N.p.: IBSWorld, 2015. IBISWorld. Web. 9 Oct. 2015.

competitive analysisFirst, Kashi is not the only “natural” cereal brand on the market, so it has a number of direct rival companies. Namely: Cascadian Farm

(owned by General Mills), Horizon Organic (owned by Dean Foods; the J.M. Smucker Company), Peace Cereal (owned by Post Hold-

ings, Inc.) and Nature’s Path Foods Inc. (independently owned). Due to Kashi’s “natural” labeling scandal, its rivals have been domi-

nating the market. According to marketing research firm, IRI, Peace Cereal’s overall profits gained 17% by dollars last year, while Kashi

lost 21% and Nature’s path gained 8%. Furthermore Nature’s Path ready-to-eat cereal increased its sales by 43% while Kashi ready-to-

eat cereal decreased by 35%.

Second, competition for Kashi exists well outside merely the natural and organic cereal market. In fact, it expands out into the com-

petitive market of the generic category of cereal itself. These competitors include brands such as Special K (owned by Kellogg’s) and

Fiber One (owned by General Mills).

8

consumer analysisThis consumer analysis will consist of two parts: Simmons data and data compiled from our own primary research survey. After ana-

lyzing in depth several potential target audiences, our research has led us to two: the “health conscious adventure seekers,” and the

“trend-following college students.”

DemographicsThe “health conscious adventure seekers” have been derived from who we believe are Kashi’s current consumers:

• Neither more heavily male nor female

• Average age of 51

• Predominately white and non-hispanic

• Predominately married

• However, the highest volume consumers are divorced (24% more likely)

• Graduated college or attended a postgraduate program (48% and 41% more likely)

• None or very few children

• In professional/scientific/technical professions (43% more likely)

• Make in between $100,000 and $250,000 per year (59% more likely)

The “trend-following college students” have been derived from our Dog Eat Dog primary research survey. We believe that they are an

untapped market of potential consumers.

• 82% of respondents that say they would buy Kashi were ages 18-24

• 81% are female

• 79% are currently in college or have recently graduated

Geographics• The northeast is Kashi’s biggest current consumer (39% more likely).

• “A” sized counties (any county located in the 25 largest U.S. metropolitan areas) were also listed as the largest consumers (18%

more likely).

• Simmons OneView. N.p., n.d. Web. 15 Oct. 2015.• Dog Eat Dog primary research survey 9

• Simmons OneView. N.p., n.d. Web. 15 Oct. 2015.• Dog Eat Dog primary research survey

• New York City was the largest consumer (48% more likely), population 8.4 million.

• For this reason, we believe that our “health conscious adventure seeker” lives in New York City.

• 64% of all respondents from the Dog Eat Dog primary research who said they are willing to buy Kashi live in the Midwest region.

• For this reason, our “trend-following college student” lives in a college town in the Midwest.64% of all respondents from the Dog

Eat Dog primary research who said they are willing to buy Kashi live in the Midwest region.

• For this reason, our “trend-following college student” lives in a college town in the Midwest.

Psychographics

The average Kashi consumer is extremely health conscious,

cultured, adventurous, and generally more likely to accept

information they get from “reliable” sources like newspapers

than they are from “annoying” sources like their TV. However,

like most of modern society, they also get and trust informa-

tion they see online. To summarize these needs and attitudes,

we have created a table of statements that the “health con-

scious adventure seeker” is most likely to agree with:

The average 18-24 year old girl is not a current Kashi con-

sumer, but they express interest in purchasing the brand.

For this reason, we view them as an untapped market for

Kashi cereal. We have created a table of statements that the

“trend-following college student” would agree with:

This data comes from Simmons, not our own primary research. For simplicity, we have compressed the information into one chart.

10

Kashi presents itself: “Kashi? Hey, that’s a funny name. Thanks! We like it too. It may sound unusual, but the Kashi name has deep

roots. A blended term inspired by ‘Kashruth,’ meaning kosher or pure food, and ‘Kushi,’ from the founder of American macrobiotics,

our name stands for wholesome foods made with real nutrition.” They want to be perceived as an all-natural, healthy alternative for

those consumers seeking simple, good-for-you breakfasts.

In 2011, Branding Strategy Insider published an article praising Kashi’s dedication to the synchronization of their values to that of the

consumer: “greater health and well-being for themselves and the planet.” Good people who care about health, the environment and

others were buying Kashi.

Many also associate Kashi with the widely covered GMO scandal. According to Good Guide, most Kashi products receive an overall

ranking of 6 out of 10, so they still have a lot of room for improvement. Advertising Age states that Kashi needs to focus more on

“progressive nutrition” in order to make the comeback that they need.

One main advantage that Kashi has is that most people are still unaware that Kellogg owns them. According to our own survey, nearly

74% of respondents answered “no” to the question, “are you aware that Kashi is owned by Kellogg?”

brand analysis

• Kashi - Nutritious Foods | Protein Snacks, Recipes, Cereal, Meals. Kashi Company, 2015. Web. 9 Oct. 2015.• Dawson, Thomson. “I Am The Brand | Branding Strategy Insider.” Branding Strategy Insider I Am The Brand

Comments. The Blake Project, 21 Sept. 2011. Web. 17 Oct. 2015.• “Scientific Rating.” Kashi Ratings & Reviews. Good Guide, 2012. Web. 17 Oct. 2015.• Schultz, E.J. “Kellogg’s Kashi Changes Strategy, Launches Agency Review.” Advertising Age Agency News

RSS. Advertising Age, 7 May 2015. Web. 17 Oct. 2015. 11

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media usage analysis

Kashi’s current use of social mediaOn Kashi’s website, they have links to four major social media platforms: Facebook, Twitter, Pinterest and YouTube. Nearly 762,000 peo-

ple “like” Kashi on Facebook. Kashi uses this Facebook page to post photos and promotions of their new or popular items. They also

respond personally to almost every single comment or post that someone writes on their page – an example of great customer service

that gives them the image that they care a lot about the consumer. For instance, consumer “Edna” posts on the page, “What is Mues-

li?” Kashi promptly uses this social media outlet to respond, “Overnight Muesli is a European style of oatmeal. Our Overnight Muesli is

based on rolled oats, grains, fruit, seeds and nuts. Soaking overnight in milk or a common milk alternative, creates a creamy consisten-

cy with a flavor all its own. I hope you will give it a try!” They also use this Facebook page to ask for e-mail addresses.

On Pinterest, they use the “boards” to promote to the customer not only their new products and policies, but also to demonstrate

creative ways that people can use Kashi cereal aside from merely pouring it in a bowl with milk. These boards include “Our Favorite

Recipes,” “Kid-Friendly,” “Protein,” “Snack Time,” “GoLean Recipes,” and more, all of them featuring delicious-looking recipes that

use Kashi products.

Their YouTube Channel features videos and commercials that have been featured on television and online advertisements. Many of

these commercials feature healthy, cultured people promoting the “7 whole grains on a mission.” Furthermore, these commercials

often invite the viewer to “join us at kashi.com,” “get a free sample from kashi.com” or to “join the conversation on Facebook,” there-

fore linking their media together.

Target Audience Use of TelevisionAccording to our Simmons data, the “health conscious adventure seekers” most often watch channels such as CBS, ABC, PBS and

FOX. The “trend-following college students most often watch shows on FOX, the CW, ABC and CBS.

• “Kashi.” Facebook. Facebook, n.d. Web. 17 Oct. 2015.• Simmons OneView. N.p., n.d. Web. 15 Oct. 2015.• Dog Eat Dog primary research survey

Target Audience Use of RadioFor radio usage, we have found that both of our audiences listen to the radio, but the timing and stations vary. The “health conscious

adventure seekers” were more likely to listen between 6am and 10am. The “trend-following college students” listen between 7pm

and midnight.

Target Audience Use of MagazinesWe found that both target audiences were readers of magazines such as Food & Wine, Food Network Magazine, Health, Shape,

Weight Watchers, and Women’s Health.

• “Kashi.” Facebook. Facebook, n.d. Web. 17 Oct. 2015.• Simmons OneView. N.p., n.d. Web. 15 Oct. 2015.• Dog Eat Dog primary research survey

Target Audience Use of Social MediaIt is notable to mention that our younger au-

dience is very active on social media. They are

51% more likely to visit social media websites

than your average person and 154% more likely

to check their accounts more than three times

per day. Below we have included a chart outlin-

ing their social media usage:

13

14

category creative analysisThe theme of Kashi’s recent and current video advertising seems to be “experiments” and field tests that focus on the nutritional

value of their cereals. They’ve been operating for years under the slogan “7 whole grains on a mission.” In 2007, Kashi ran a na-

ture-themed ad that highlighted one of their associated catch phrases, “nothing artificial, the way nature intended it.” In 2009, they

“surprised” people with the great taste of Kashi by walking up to ordinary people and asking them to taste their cereal and recording

their responses. In 2011, kids tried Kashi and said how much they liked it, illustrating that Kashi is not just for adults. In 2014, Kashi ran

an experiment ad asking kids to name junk foods and vegetables. The “aha” moment came when the kids couldn’t name the vegeta-

bles at all. They used this spot to fortify the importance of switching to Kashi in order to keep your children healthy.

Kashi’s print ads are very visual. Their colors are calming and the messages are simple, mimicking the simplicity of Kashi’s ingredients.

Here are three examples:

• “Kashi Cereal Commercial.” YouTube. YouTube, n.d. Web. 17 Oct. 2015.• “Kashi Commercial.” YouTube. YouTube, n.d. Web. 17 Oct. 2015.• “What’s That? - Kashi Commercial (2014).” YouTube. YouTube, n.d. Web. 17 Oct. 2015.• “Kashi Food for Change.” YouTube. YouTube, n.d. Web. 17 Oct. 2015.

Public Opinion and Stakeholder Analysis

• Weise, Elizabeth. “Kashi Cereals’ ‘natural’ Claims Prompt Protests; Kellogg Says It’s Done Nothing Wrong with Ingredient Selection.” LexisNexis Academic [LexisNexis]. N.p., 30 Apr. 2012. Web. 15 Oct. 2015.

• “Kellogg Company: Kashi Celebrates Cross-Country Skier Kikkan Randall on Being Nominated to Team USA.” LexisNexis Academic [LexisNexis]. N.p., 25 Jan. 2014. Web. 15 Oct. 2015.

• Gondo, Nancy. “Kellogg Retools To Revive Sales.” LexisNexis Academic [LexisNexis]. N.p., 6 Nov. 2014. Web. 15 Oct. 2015.

• Heneghan, Carolyn. “Despite Decline, Analyst Predicts Cereal Industry Comeback.” Food Dive. Industry Dive, 25 Nov. 2015. Web. 03 Dec. 2015.

• Zacks Equity Research. “Kellogg’s (K) Sales Improve: Is This the Right Time to Buy?” Zacks. Zacks, 16 Nov. 2015. Web. 1 Dec. 2015.

In The NewsIn the past, Kashi faced waves of anger and frustration towards their “natural” label scandal on a plethora of social media sites. This

reputation still follows them in the news today. Kashi is sometimes written about as one of Kellogg’s major failures. However, more

positive messages appearing in the news include Kashi’s sponsorship Olympic Cross-Country Skier Kikkan Randall. Last year, she was

even featured on several GOLEAN cereal boxes. Kellogg has just recently launched a new GMO-free line of Kashi GOLEAN, which is

previewed to recover lost sales from the past few years. Kellogg’s cereal is expected to grow in sales in 2016 due to the “revitalization

of Kashi.” Kellogg’s cereal is expected to grow in sales in 2016 due to the “revitalization of Kashi” and for this reason it is listed as a

strong stock to buy.

Stakeholders• Kashi consumers: first and foremost, it is the consumer that we are trying to appeal to. Without their support, we would have no

sales.

• Press and Media: due to Kashi’s history of scandal, the press and media can greatly influence public opinion of the brand.

• The GMO-Verified Project: Kashi is to be 100% non-GMO by 2016, verified by this organization.

• Investors and Shareholders: We always have to consider the thoughts and opinion of those who are supplying monetary funds to

the company.

• Grocers/Suppliers: Kashi consumers often get information and publicity about the brand directly from the supplier.

• Partnerships: Our relationships with other companies are essential to our campaign, however, when considering a partnership we

have to take into account their needs and opinions

• Competitors: A competitor’s campaign can often have a direct effect on how well Kashi performs in the natural food market.

15

swot analysis

1

2

3

4

Strengths• Kashi is well known. Through our research we found that 89% of people were familiar with the brand

• Kashi has great social media participation – they personally respond to all posts and comments on their Facebook page.

Weaknesses• Kashi lacks a complete social media presence. They still do not have an Instagram.

• Kashi is not focused enough on “progressive nutrition,” they are behind the times and considered to be too“mainstream.”

Opportunities• The continually growing demand for healthy, natural and organic choices is promising for the brand.

• A younger market likes Kashi in theory, but still needs to be convinced to buy.

• University locale could influence food choices of the younger market.

Threats • The cereal industry is suffering as consumers begin to favor of other breakfast options.

• Kashi’s competitors are keeping up with health food trends faster than Kashi is.

16

key issues and implications

• Weise, Elizabeth. “Kashi Cereals’ ‘natural’ Claims Prompt Protests; Kellogg Says It’s Done Nothing Wrong with Ingredient Selection.” LexisNexis Academic [LexisNexis]. N.p., 30 Apr. 2012. Web. 15 Oct. 2015.

• “Kellogg Company: Kashi Celebrates Cross-Country Skier Kikkan Randall on Being Nominated to Team USA.” LexisNexis Academic [LexisNexis]. N.p., 25 Jan. 2014. Web. 15 Oct. 2015.

• Gondo, Nancy. “Kellogg Retools To Revive Sales.” LexisNexis Academic [LexisNexis]. N.p., 6 Nov. 2014. Web. 15 Oct. 2015.

• Heneghan, Carolyn. “Despite Decline, Analyst Predicts Cereal Industry Comeback.” Food Dive. Industry Dive, 25 Nov. 2015. Web. 03 Dec. 2015.

• Zacks Equity Research. “Kellogg’s (K) Sales Improve: Is This the Right Time to Buy?” Zacks. Zacks, 16 Nov. 2015. Web. 1 Dec. 2015.

While the market for selling health food is promising, Kashi has some major issues that it must overcome if it wishes to succeed. First

of all, Kashi needs to become trendier. Unless Kashi completely revamps its image, it will be stuck with the mediocre reputation that it

currently has.

Second of all, Kashi needs to find a new strategy that diverts attention from the “natural” label scandal. It needs to remind its audi-

ence why it is healthy for them and why they should buy it.

Third of all, Kashi needs to become even more interactive with its customers, both online and in person. For the older generation who

are adventurous and bold, enthusiastic public relations planning can make them feel special. For the younger generation, a deeper

integration within social media will make Kashi known.

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Campaign strategy

Contents

A. Objectives

B. Consumer Targets

C. Our Key Insights

D. Strategies

E. Media Scope

F. Creative Brief

objectives

There has been a lot of speculation regarding Kashi and if their claims to all natural ingredients and GMOs are true. Kellogg’s and

Kashi have received backlash over whether or not Kashi is made with completely non-GMO ingredients and have had to settle several

lawsuits for it. In our primary target market, we found that many people are aware of this scandal but, we aim to shift the discussion

away from the GMO scandal by changing the topic and instead focusing on the benefits Kashi has to offer. Additionally, there are

many aspects of Kashi that we feel are unknown to our existing and potential consumers. Chief among them being that Kashi has one

of the highest fiber contents of all breakfast cereals and an abundance of protein, helping you get your body off to a good start each

day. We believe that stressing the importance of eating a food that lasts through the day is that will influence our target markets to

buy Kashi. By making this known, we aim to increase sales by 1-2%.

19

consumer targetsTarget One: Health-Conscious Adventure SeekersWho are health-conscious adventure seekers?

Based off of our research and our brand position, we believe that middle-aged, successful, health-conscious individuals are those

whose attitudes we can change about Kashi.

Lisa is a white, non-Hispanic, 51-year-old woman who is extremely well educated. She has a profession

in the science, technology, or education field and finds herself in the upper-middle class financially. Lisa

has no children and currently lives in New York City and has lived in the Northeastern United States for

her entire life. She prides herself in being particularly health-conscious and she exercises very regularly.

Lisa is also very concerned about the environment, she recycles as much as possible and consciously

tries to buy products from companies who are environmentally friendly. The only exception to this is that

Lisa loves her newspaper. She has been a New York Times subscriber for as long as she can remember,

and she values and trusts the information she gets from it. Television news, on the other hand, annoys

her. Finally, Lisa is well-traveled and considers herself to be a cultured individual. She travels abroad to

a new location every single year, and sometimes she makes spur-of-the-moment travel plans. For ex-

ample, last summer Lisa vacationed in the south of France, and last Christmas she booked a last minute

flight to Prague after reading a fascinating article about it in the travel section of the New York Times.

Meet Lisa

The ideas and values of these Kashi consumers coincide with

healthy living, caring for the environment and investing time

in culture and travel. We plan to market to these ideals. Those

who agree with “I consider my diet to be very healthy” are 38%

more likely to be Kashi consumers. Those who agree with “I

make sure I exercise regularly” are 40% more likely to be Kashi

consumers. Those who agree with “I am more likely to purchase

a product or service from a company that is environmentally

friendly” are 17% more likely to be Kashi consumers. Those

who agree with “Packaging for products should be recycled”

are 27% more likely to be Kashi consumers. Those who agree

with “I am interested in other cultures” are 48% more likely to

be Kashi consumers. Those who agree with “I love the idea of

traveling abroad” are 44% more likely to be Kashi consumers.

Those who agree with “I often do things spur of the moment”

are 18% more likely to be Kashi consumers. Those who agree

with “I read a newspaper most days” are 40% more likely to be

Kashi consumers. Those who agree with “Nearly all TV adver-

tising annoys me” are 28% more likely to be Kashi consumers,

which will help us when deciding through which mediums we

will target these health-conscious adventure seekers.

What are health-conscious adventure seekers like?

20

Target One: Trend-Following College Students After our primary research and careful thought and consideration, we thought it would be best to include a second, untapped con-

sumer target that could garner an increase in sales for Kashi.

Kayla is a 21-year-old female college student at the University of Wisconsin-Madison who prides herself

on being health conscious. She goes to the gym several times per week and alternates between running

on the treadmill and attending bi-weekly yoga class. However, she is not particularly educated about the

realities of “healthy” food. She is easily influenced by Internet trends and attractive labels on boxes lo-

cated in the “natural” isle of the grocery store. Her favorite grocery store is Trader Joe’s and she will buy

almost anything that looks good from there. She particularly enjoys the sample corner at Trader Joe’s

and often buys the product after sampling if she enjoys it. Kayla firmly believes that a healthy diet in-

cludes breakfast every day, so she eats a bowl of cold cereal every morning. Kayla watches TV occasion-

ally, but the TV is not on all the time. Instead, she spends most of her free time perusing social media

(Facebook, Instagram, Snapchat, Twitter, etc.). Kayla does not have a solid understanding about what

GMOs are, so she does not take this into account when making food purchases. Kayla has never bought

Kashi before, but identifies that the brand is healthy and also indicates willingness to try the brand.

Meet Kayla

While we found demographics to be an important factor for this

target market, we also found that the attitudes of these younger,

impressionable college kids will play nicely with our marketing

strategy. For the most part, this consumer target is one that

is digitally fluent and likes to keep up with the latest trends in

healthy living and lifestyle choices. 76% of our respondents

either agree or strongly agree that Kashi is healthy and 82% of

them indicated a willingness to buy Kashi at retail price.

Most 18-24 year olds agree that Kashi is healthy. 59% of our

respondents consider themselves athletic. 63% of them use

the treadmill/elliptical. 41% of our respondents do Yoga/Pilates.

48% do their grocery shopping at Trader Joe’s. 58% of respon-

dents claim to eat breakfast every day, and 55% of them eat

cold cereal. 43% of respondents watch 1-3 hours of TV per week

and 23% watch 4-6 hours per week. 93% of our respondents use

Facebook, 84% use Instagram, 80% use Snapchat, and 54% use

Twitter. 48% either agree or strongly agree that if they enjoy the

product, they purchase it after sampling in-store. 24% neither

agree nor disagree, so these consumers would have the poten-

tial to be swayed.

What are trend-following college students like?

21

22

our key insights

Kashi already markets to older adults (for themselves and also to buy for their young children), but why not young adults? As we gath-

ered from our survey, this market has a good impression of Kashi, but they are still not buying. Our primary target audience is proba-

bly still influenced by the 2012 GMO scandal, which explains why they aren’t buying like they once were. In light of this, we have de-

cided to shift our message away from the GMO issue and focus on what makes Kashi different (see insight two). Our secondary target

audience is very concerned with trends and doing what is “cool.” We believe that re-imagining Kashi as a trendy brand will transform

them into significant consumers as well.

1.

Kashi’s website says “Protein helps promote satiety: Consuming protein from foods like lean poultry, beans or low-fat yogurt, can help

promote feeling full which is one of the keys to losing weight. So consider adding a grilled chicken breast to your salad or low-fat cot-

tage cheese to your breakfast. You may find you’re less likely to overeat later in the day.”

2.

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StrategiesCompetitive AdvantageThere are several competitive advantages Kashi over other

products in the marketplace. Kashi is a well-known brand that

belongs to a larger parent company, Kellogg’s, and 89% Face-

book with almost 800,000 likes (we hope to also move this pres-

ence to Instagram). Kashi is also known to get it’s ingredients

from local growers, helping fuel the economy of smaller farms

across the country. Although America has only 1% of cropland

that is organic, Kashi is committed to seeking additional

opportunities to source and encourage organic practices. We

have an advantage over the competition because the market

is currently flooded with all different types of breakfast bars

and different yogurts but there are fewer options for healthy

breakfast cereals. The market for different “unhealthy” breakfast

cereals is also very crowded, helping Kashi to further stand out.

As stated before although there are many healthy and organic

cereals, Kashi has been proven to last you longer.

How Kashi will Stand OutWe acknowledge that there are different competitors to Kashi such as Nature’s Path Foods, Special K cereals, Fiber One cereals, gra-

nola, yogurt, bars and more, but think that through our marketing strategy we will be able to differentiate ourselves from the compe-

tition. We want to give off the idea that Kashi is a cereal that keeps your metabolism burning fat all day. Taking the time to enjoy the

benefits of Kashi is important and will be highlighted in our campaign, also helping to set us apart from many competitors that you

can take on the go. Overall, we want to be differentiated by showing that by choosing Kashi you can take control of your body, your

life and your day.

Unique Selling PropositionWe think that Kashi’s true USP is that it keeps you fuller longer

than any cereal out there. We believe that breakfast sets the

tone for your entire day. In the world we live in today, everyone

is constantly in a rush or on the go which adds stress to our bod-

ies and our lives. Not only does taking a few moments out of

your day to eat a Kashi breakfast help nourish your body, it also

helps nourish your mind and extends to your life perspective.

This USP speaks to both of our target markets. Middle-aged

adventure-seekers are often in a hurry to get to work and could

use the relaxation that breakfast has to offer in their lives. Col-

lege students often feel the same hurriedness in their days

between classes, studying, student activities, jobs and maintain-

ing relationships. So, we believe that taking the time to sit and

eat breakfast is a good choice, but we also want that choice to

include Kashi, even if it means making the choice to wake up

5-10 minutes earlier.

creative briefKashi continues to market its idea of 7 whole grains on a mission and promises to have all of its products 100% GMO free by summer

2016. Even though this is important it isn’t the main focus of our campaign. Instead our creative will focus on a food that will last you

through the whole day. Kashi will be seen as a fuel for your life and hopefully a fuel that will inspire you do to good things for yourself

and for others.

Problem Solving• There is a problem of the decline of the cereal industry in favor of other breakfast options.

• We have to differentiate ourselves from the other healthy cereals out there by informing our consumers of how long Kashi can last

them throughout the day.

• According to our SWOT analysis, Kashi lacks a complete social media presence. They still do not have an Instagram, an app we

found that many of our targets use. This is a huge opportunity for Kashi.

• Another opportunity is harping on the health craze that is currently highly popular in the United States. The continually growing

demand for healthy, natural and organic choices doesn’t seem to be going anywhere soon.

• There is a younger market that likes Kashi in theory, but still needs to be convinced to buy it, which we hope to accomplish.

Why Kashi MattersOur campaign will portray Kashi as a brand that says: loving others starts with loving yourself and loving yourself starts with breakfast.

Not only will Kashi do good for a body and a life, but Kashi will inspire consumers to be better and do better things in the world.

Media scopeWe will use many different media tactics in our campaign. We will definitely use social media, create a new and improved Kashi web-

site and use SEO to gather more hits on our pages. Additionally we will be using network and cable television advertisements that

will run nationally and locally in the northeast region, mostly in New York. Through plan to partner with Silk Milk to cut our television

expenditure in half. We will create local and national radio advertisements that will run all year long. We will also use print advertise-

ments in magazines that cater to both of our consumer target groups. Because of our target’s heavy Internet usage, we will also have

sponsored videos online including Buzzfeed videos to help reach and resonate with our college market. Additionally, we will purchase

key words on Google to appear higher in search results. Lastly, we will purchase outdoor media in places like New York City.

24

Creative plan

strategy and the big idea

Unifying campaign elementsKashi is a more than a healthy breakfast option. The brand is an attitude towards life. An attitude that says it’s good to love yourself

and your body. An attitude that acknowledges your busy life and keeps you well despite it. Our creative will make our audience feel

sentimental and encouraged to do better in the world. We’ve summed that up in this slogan:

Lasting love

Currently, Kashi’s advertising focuses on the quality of their

ingredients. Although that is an important aspect of the brand,

it does not strike consumers as unique or grab their attention.

We are proposing that the brand moves away from focusing on

quality ingredients and more towards the outcomes of eating

the cereal. Positioning Kashi as the cereal that keeps you fuller

for longer will appeal to our targets who are concerned with

their health and wellbeing.

Our targets lead busy lives, many of them doing things for other

people. And they all, from time to time, neglect to take a mo-

ment to show themselves a little love. And what better time to

take that moment than first thing in the morning? Kashi’s protein

to fiber ratio will sustain its consumer the longest of any break-

fast cereal out there, keeping them full and energized for the

rest of their day so they can do better at what they’re doing and

have a more gracious attitude.

It’s a fact: Kashi keeps you fuller for longer.

This not only makes it perfect for or targets,

but also perfect people who don’t have much

to eat. The Kashi Kart will be a remodeled,

ice cream truck that delivers boxes of Kashi

to food pantries during a “buy a box, give

a box” promotion. The Kashi Kart will be

decked out with the Kashi logo and slogan.

It’ll be eye-catching, playful and colorful to

draw attention wherever it travels. The “buy a

box, give a box” promotion will be advertised

on the side, with sketched hears and other

warm images on the truck that lend a charita-

ble feeling. After the campaign is over, we can

re-purpose the Kashi Kart to hand out samples

in grocery store parking lots.

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Broadcast advertisements

radio :30

Music: inspirational violin solo that builds suspense

[VO]: Why is it that you work so hard? Is it to feed your family? To pay off your debts, your college loans, car payments and mortgages? Is it for a cause? Are you fighting for the patient in room 104B? Chances are, the reason you work so hard isn’t about you at all. Chances are, you do it for others. Maybe it’s your boss at work, maybe it’s your parents or your children. Maybe it’s the neighbor across the street who can’t get out to mow the lawn, whack the weeds or blow the snow so you do it instead. But have you ever stopped to think how much better you can do if you change your perspective? Showing your neighbor some love only happens if you show yourself some love first. Take the time to love yourself at breakfast with a bowl of Kashi. The protein and fiber content will keep you fuller for longer so you can treat your body better and keep on loving. Lasting love – the Kashi way.

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“Lasting Love” — TV

Soundtrack begins (Make Something Beauti-ful/Ben Rector), replacing static silence.

Vis: High School-aged girl prepares 2 bowls of Kashi Cereal with Silk Milk (cooperative advertisement) and fresh fruit.

Soundtrack continues.

Vis: Daughter sets bowl at table in front of father in wheelchair. Father smiling gracious-ly. Daughter kisses him on the cheek.


Vis: Flash forward to daughter receiving acceptance letter, moment of celebration shared with dad.


Vis: Daughter makes bowl of Kashi for her-self in morning in her college apartment.


Vis: Daughter studying in library surrounded by medical books.


Vis: Flash forward, daughter has new outfit and new haircut, looks older and smarter, makes bowl of Kashi in the morning just like she always has.


Vis: Daughter crosses graduation stage and spots dad in crowd, sharing a smile and a moment.


Vis: Daughter works in medical research lab, dressed in lab coat, wearing goggles.


Vis: Daughter makes lab discovery and rush-es to show the head of the lab (a woman) who takes a moment to look at the results.


Vis: Daughter gives distinguished lecture to crowd of doctors who give a standing ovation.


Vis: Tight on dad in doctor’s office, looking nervous. His face lights up, camera cuts to see who he’s smiling at. Daughter revealed.

Soundtrack fades.

Vis: Fade to white, “When you take the time to love yourself, you love others better.” / “Lasting Love.” / Kashi Logo.

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Music: Avicii “For a Better Day”

Vis: Open on sweeping, overhead drone shots of a long food pantry line.

Music: song continues as normal

Vis: another food pantry, fade to black for brief second as the music cuts.

Music: Song jumps to action as chorus hits.

Vis: Pan around all sides of the Kashi Kart, driving down highway, light flares, etc.

Music: cheery, motivating chorus continues

Vis: Kashi Kart arrives at food pantry to donate boxes of Kashi cereal.

Music: song beings to wrap up

Vis: Food pantry handing out Kashi cereal boxes, fade to white.

Music: fades to the end

Vis: text fades in: “For a limited time, when you buy a box of Kashi, we’ll donate a box to someone who needs it.” Text fades, replaced by “Lasting Love” and logo.

“Kashi Kart” — TV

29

print advertisements

30

Interactive advertisements

31

Storyboard: Sponsored BuzzFeed Video

Soundtrack begins, upbeat, quirky beat with no words. The video stays paced fast-forward. Vis: Fruit and other smoothie ingredients are poured into the blender with specific ingredients and amounts showing on the screen in text.

Vis: Fruit blends with instructions showing on screen.


Vis: Smoothie pours into a bowl as the base for the recipe.


Vis: Video cuts to a shot of Kashi GoLean Crunch Granola.


Vis: The final fruit is added to the acai bowl and a final shot of the finished bowl is shown with a spoon scooping a spoonful out.

Soundtrack continues. Soundtrack continues.

Vis: All ingredients involved are shown together including the box of Kashi needed for the recipe.


Vis: Kashi granola pours into the bowl on top of the smoothie with instructions on screen.


Vis: Other fruit gets chopped up with the correct amount needed showing on screen.

1/2 Cup Kashi Go-Lean Crunch!

Soundtrack continues and fades as the video comes to an end.

Vis: Cut to the Kashi logo with “lasting love” above and “acai bowl” below.

Lasting Love

Acai bowl

#LastingLove

Snapchat Geofilter

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outdoor advertisements

Online Ads

Bus and Subway Advertisements

33

others begins with yourself.

yourself begins with breakfast.

media plan

ContentsA. Media Objectives

B. Media Aperture Moment & Timing

C. Interactive Media

D. Regionality

E. Non-Impact Media

F. Impact Media

G. Media Expenditure Summary

H. Non-Impact Media Flowchart

media objectives

Effectively reach our two prima-

ry target audiences to re-brand

Kashi’s image through our “Last-

ing Love” campaign.

• Bindley, Katherine. “Kashi GMO Use Creates Controversy, Backlash On Facebook And Twitter.” The Huffington Post. TheHuffingtonPost.com, 27 Apr. 2012. Web. 12 Nov. 2015. 35

Set aside a contingency budget

of $200,000 to repair any dam-

age from an unplanned backlash

like the GMO scandal.

Strategically choose the best

media platforms to demonstrate

the “Lasting Love” concept and

reach our target audiences.

1. 2. 3.

Media Aperture Moment and Timing

• Simmons OneView. N.p.,n.d. Web. 15 Oct. 2015• Dog Eat Dog primary research survey• “Statistic Brain.” Statistic Brain. University of Scranton. Journal of Clinical Psychology., 26 Jan. 2015. Web. 09

Dec. 2015.• Mendes, Elizabeth. “U.S. Health Habits Continue Sharp Winter Decline.” Gallup.com. Gallup, 8 Dec. 2011.

Web. 11 Nov. 2015.

Campaign TimingDog Eat Dog’s “Lasting Love” campaign will begin in January of 2016 and will span for one year, ending in December of 2016. We

will adopt the pulsing advertising approach, with increased advertising spending during specified months. We decided to advertise

heavily during months when people were most likely to eat healthy, or have the desire to eat healthy. Although this isn’t our campaign

focus, we believe our current and potential consumers still align with the population who value health.

JANUARYWe will focus spending on the

full month of January to reso-

nate with the New Years Res-

olution period, because we

found that the most common

resolutions were associated

with losing weight or eating

better.

april to juneThe next period will span from

April to June because these

months are the most likely for

Americans to eat healthy, ac-

cording to a poll conducted

by Gallup.

august to septemberThe last period will be from

August to September to co-

incide with “Back to School”

and the start of fall. Gallup in-

dicates this period has health-

ier eating habits and we be-

lieve people have increased

motivation with the seasonal

change.

LocationOur Simmons research determined “health conscious adventure seekers” are primarily from the northeast, most commonly in New

York City. We will increase expenditure in this area with our localized television, radio, and outdoor advertisements. Dog Eat Dog’s

poll found that “trend-following college students” are most likely to live in college towns in the Midwest. Therefore, we purchased

Snapchat GeoFilters on the largest college campuses in the Midwest, such as the University of Wisconsin-Madison, Michigan State, or

Indiana University.

36

Media AllocationDog Eat Dog’s campaign will include a variety of unpaid and

paid media. We will capitalize on the free media platforms by

having Kashi accounts on Facebook, Instagram, Pinterest, and

Twitter. Kashi will have its own website to feature our brand and

link to these profiles. We will utilize Search Engine Optimization

by building words such as “healthy” or “cereal” into our web-

site coding. We will purchase both network and cable television

advertisements. They will run nationally and locally in the north-

east region, mostly New York City. Through our partnership with

Silk Milk, we were able to cut television expenditure in half. We

have both national and local radio advertisements that will run

year round. We purchased print advertisements in magazines

targeting our two audiences. Because the “trendy-following col-

lege students” are very heavy social media users, we purchased

sponsored posts on both Facebook and Instagram. Dog Eat

Dog realizes the world is increasingly online, so we purchased

targeted sites. For example, we have a sponsored Buzzfeed

video to reach our younger audience. Viewers also have the op-

portunity to share the video on their own social media accounts

for additional attention. We purchased keywords on Google so

Kashi will appear higher in search results. And lastly, we have lo-

calized outdoor advertisements on subways and buses to reach

our audiences in New York City. The expenditure is summarized

by the following:

29%

20% 19%

10% 10% 7%5%

Television Targeted Sties Social Media Magazines Outdoor Keywords Radio

• Simmons OneView. N.p.,n.d. Web. 15 Oct. 2015• Dog Eat Dog primary research survey• “Statistic Brain.” Statistic Brain. University of Scranton. Journal of Clinical Psychology., 26 Jan. 2015. Web. 09

Dec. 2015.• Mendes, Elizabeth. “U.S. Health Habits Continue Sharp Winter Decline.” Gallup.com. Gallup, 8 Dec. 2011.

Web. 11 Nov. 2015. 37

non impact mediaTelevision

We will employ spot network and cable television in the northeast, mostly in New York

City, to ensure our message is viewed by our “health conscious adventure seekers.” We

will purchase national advertisements to expand the campaign to additional members of

our primary audiences.

We will engage in cooperative advertising for television with Silk Milk. Incorporating

another brand will cut media expenditure in half, doubling Kashi’s purchased GRPs.

Simmons data indicates “health conscious adventure seekers” are most likely to watch

TV on weekdays from 5AM to 7AM (37% more likely than the average consumer), and

evenings from 8PM to 10PM (10% more likely). “Trend-following college students” watch

most frequently later in the morning between 10AM and noon (16% more likely), and

infrequently watch in the evening. We will focus on these time slots to ensure exposure.

Dog Eat Dog will select the most popular channels and shows for each target audi-

ence. According to our Simmons data, the “health conscious adventure seekers” watch

sitcoms like Two and a Half Men on CBS, 20/20 on ABC, and The Apprentice on NBC.

“Trend-following college students” watch sitcoms like Family Guy on FOX, Modern

Family on ABC, and How I Met Your Mother on CBS.

38

RadioWe will utilize the radio because it is inexpensive and reaches large audiences. Accord-

ing to Simmons, both our target market groups listen to the radio, but vary in timing and

station preferences. “Health conscious adventure seekers” are most likely to listen on

weekdays from 6AM to 10AM, whereas our younger audience listens on weekends from

7PM to midnight. Therefore, we will focus on our older target market listening during

the morning hours so we can promote our breakfast cereal. We will use spot radio in

the northeast and national radio to reach commuters throughout the country. We will ad-

vertise during the most popular radio content among this age group, Classic Hits (50%

more likely than the average consumer) and Sports (44% more likely).

MagazinesWe will advertise in magazines that are popular among our target audiences, and are

associated with health, food, or cooking. Our Simmons data indicates that “health con-

scious adventure seekers” read Food & Wine (33% more likely than the average consum-

er) and “trend-following college students” read Shape (134% more likely) and Women’s

Health (78% more likely). Our visually appealing pages will draw consumers’ attention

and inform them of Kashi’s health benefits.

Social MediaBecause interactive media has grown exponentially over recent years, we will utilize

sponsored Facebook and Instagram posts. We will only target our college age audience

because they are very heavy users, unlike the health conscious adventure seekers. Sim-

mons data shows that our “trend-following college students” are 51% more likely than

the average person to visit social media websites and 154% more likely to check their

accounts 3 or more times a day. Of the responders Dog Eat Dog’s poll, 82% were ages

18-24, and 81% females. Therefore, the majority of responses aligned with “trend-fol-

lowing college students” (18-24 year-old females). They said they were most likely to

have Facebook, Instagram, and Snapchat accounts, so we selected these platforms for

sponsored posts and GeoFilters.

• Simmons OneView. N.p.,n.d. Web. 15 Oct. 2015• Dog Eat Dog primary research survey

Flowchart

Impact mediaTargeted Sites

During the peak periods of our campaign, we will implement our Internet targeted sites. Dog Eat Dog will select the most prominent sites among each group, and advertise accordingly. For example, we will purchase a sponsored video on Buzzfeed to reach the “trend-following college students.” We will reach the older audience on sites like Weatherbug because they are 45% more likely to browse here than the average consumer.

KeywordsPurchasing keywords will help build brand recognition and establish a leading presence on the Internet. Similar to the words built into our website though Search Engine Optimization, we will select words such as “morning,” “break-fast,” or “cereal,” for best results. For the full year, Kashi will capitalize search results on Google because it is the most popular search engine, according to eBusiness.

Social MediaWe will use attractive place media to avoid our competition and reach our audience in a unique way. Our Simmons data indi-cates that “trend-following college students” are 68% more likely than the average person to use public transportation. And the “health conscious adventure seekers” are most likely to live in large urban cities like New York City, where there are fre-quent modes of transportation passing by. Therefore, we believe both audiences are likely to engage in some sort of media as they are traveling. We will purchase subway and bus advertisements in two spot markets in New York City for the full year.

• Simmons OneView. N.p.,n.d. Web. 15 Oct. 2015• Dog Eat Dog primary research survey• “Top 15 Most Popular Search Engines | December 2015.” Top 15 Most Popular Search Engines | December

2015. EBiz, n.d. Web. 11 Nov. 2015.

Flowchart

39

media expenditure summary

40

public relations plan

Current public opinion

Kashi has been receiving a lot of backlash on their brand and image. In August of 2011, Kashi was sued for $5 million dollars when

customers alleged that their products were not “all natural” and contain GMOs leading to false advertisement of their products. The

controversy went viral when a grocer from Rhode Island posted a sign at the Kashi section of the store saying he would not sell Kashi

at his store after finding out they were made with GMO ingredients. The message went nationally across social media platforms, lead-

ing to thousands of complaints to the company.

At Dog Eat Dog, we understand that news can make or break a customer’s perception of a company. Here are some past articles and

stores that express Kashi:

“Large company innovation gone wrong: Kashi vs. Kellogg’s”Michael Krigsman, ZDNet (October 31, 2015)

“Kashi Moves Back To Cali as Cereal Brand Struggles to Regain Footing”Shelia Shayon, Brand Channel (September 15, 2014)

“Will Kellogg (K) Stock Increase on Rising Cereal Sales?”Amanda Gomez, The Street (December 9, 2015)

“Kashi GMO Use Creates Controversy, Backlash on Facebook and Twitter”Katherine Bindley, The Huffington Post (April 27, 2012)

42

who we need to pleasecustomers

Kashi’s customers are the stakeholders we most need

to appeal to in order to recreate our brand image. It is

important to keep up a positive social media relation-

ship with them. Dog-Eat-Dog wants to attract a new

target audience, the young adults, and increase their

attraction to Kashi’s products.

non - GMO project

Since Kashi released its mission to be completely non-

GMO in 2016, the GMO-verified project is a critical

stakeholder. They are most concerned with the pro-

duction of our cereals. If we break their trust, we could

lose our relationship with the project which plays a de-

cisive role in regaining the public’s trust.

the press

Kashi’s media stakeholders include top news outlets like the

New York Times, CNN and Business Insider. Food critics and

writers are also on this list, as they are the outlets for the food

community. Given their agenda-setting power, Kashi’s rela-

tion with the media needs to be monitored constantly, mak-

ing sure the press is receiving the most accurate information

about any plans Kashi undertakes. Our media relations strat-

egy will be grounded in press releases and press conferences.

investors

Kellogg’s, the head company for Kashi, must also think about

those who provide money to the company, but only when

Kashi is performing well. These investors (and shareholders)

are motivated by the success and profits of the company. Our

investors include companies like Kellogg W K Foundation

Trust, Keybank National Association and Vanguard Group Inc.

We are committed to our relationships with these members

of the Kashi community.

grocers

Some of Kashi’s major grocers include Wal-Mart, Trad-er Joe’s, Bristol Farms and Whole Foods. Wal-Mart and its partners, for example, account for about 21% of net sales. These stakeholders put a lot of faith in the Kashi Company when they agree to place our boxes in their cereal aisles. They can just as easily help us as they can hurt us.

partners

Kashi’s relationship with other major companies is essential

to its success, but more importantly to the advancement

of our campaign. These partners include Trader Joe’s and

Silk Milk. Our relationship with these companies during our

campaign will decide how people perceive the Kashi brand.

These stakeholders will only be invested if the overall image

of Kashi is successful during the first year of the campaign.

43

how we will please them“Buy a box, give a box”We believe that a cause-related mar-

keting effort will enhance the public’s

perception of the brand. During the

first year of the campaign, for every

box of Kashi bought, we will donate

a box to a food pantry somewhere in

the United States. Numerous ads will

be produced, detailing the progress

of this campaign.

Kashi KartTo raise awareness for the buy a box, give a box campaign, we will remodel a vintage ice

cream truck and use it as a delivery truck for our boxes of Kashi cereal. It will be the consistent,

thematic device used for the campaign and may ultimately come to be identified with the

brand. After the campaign is over, we will use the truck as a sample cart, driving it to college

campuses and grocery stores to build brand connections. The Kashi Kart will go on a four-

month journey and if successful, will continue to other parts of the country for another couple

of months. The Kart will also have its own Twitter and Instagram where the public can track it.

Pictures will be posted of the different locations and coupons will be disseminated on Twitter.

The Kart’s location will also be visible on a calendar at Kashi’s website.

Buzz MarketingOur sponsored Buzzfeed videos and emotional commercials

have the potential for widespread popularity. Social marketing

can turn into free publicity this way. These commercials and rec-

ipe videos will be released on all social media platforms and can

be shared by users to their friends and family. With more than

800,000 likes on the Kashi Facebook account, we believe that

word-of-mouth marketing will capture a mass, digital audience in

a no time at all. To unify the campaign on social media, we will

use the hashtag #KashiLove.

Instagram ContestAs an initial way to reinvigorate Kashi’s Instagram, we plan to

start an Instagram contest for followers to participate in. The

contest will target our young-adult audience because our survey

showed that the 18 to 25 year olds uses Instagram and other

social media sites more than television and newspapers. Follow-

ers will have the opportunity to tag @Kashi to the Online Media

Director at Kashi for the chance to be featured during the week.

The pictures will be customers showing how they use Kashi in

the morning and include the hashtag #KashiLove. This might in-

clude anything from adding strawberries and blueberries to their

Kashi cereal to telling their stories about their lasting love.

44

45

Partnership with Silk MilkYou can’t eat cereal without milk. So Kashi will create coop-

erative ads with Silk Milk, a health-conscious soy-milk brand

that has gained significant popularity. In addition to our ads,

this partnership will also feature Kashi in the Silk Milk ads. The

relationship we have with brand will focus on making customers

out of both of our audiences. In the store, Kashi will be placing

coupons in the milk aisle near the Silk Milk display as an incen-

tive to purchase Kashi as customers pick up the weekly carton

of milk.

Press ConferencesKashi will hold two press conferences. The first one will be

held to launch the “Lasting Love” campaign and detail its

goals. A statement about Kashi’s mission to be non-GMO for

2016 will be incorporated. This will ensure a positive rela-

tionship with the media, but also concentrate on each stake-

holder in mind. The second press conference will be held to

announce the tour of the “Kashi Kart” and “Buy a box, give

a box.” In order to get the Kashi community involved in our

campaign adjustments, the press conferences will be available

to watch live on our website.

read the press releases

• “Kellogg’s 2014 Annual Report” • Strom, Stephanie. “Kellogg Agrees to Alter Labeling on Kashi Line.” New York Times. May, 9 2014, 612 words. • Nongmoproject.com/learn-more• Silk.com/healthy-living/plant-based-diet

46

AppendixFOR IMMEDIATE RELEASECONTACT: Rebecca Haas(310) 743-5337

Kashi Starts Journey to GMO-Free

LA JOLLA, Calif. (_____, 2016) – Since its release, the Non-GMO Project has been approving food companies that have been producing products that lie with in their requirements. One of those companies is Kashi, Kellogg’s seven-whole grain company.

Even before the creation of the project, Kashi has been committed to the progression towards positive and non-general-ly modified ingredients. By 2016, all of Kashi’s products will contain non-GMO components.

“In recent studies, about 80 percent of all crops use GMOs to grow. Therefore, it holds a danger to the health of all of our customers,” Said Chief Executive Officer John Bryant. “Our partnership with the Non-GMO project is a priority when it comes to producing our future cereals and other products.”

The Non-GMO project’s strategy is to empower companies to change the way they produce their food, making America more conscious of what they digest.

“We are excited to be apart of Kashi’s journey and believe in their commitment with the project,” Said Nichole Oleson, Executive Coordinator. “The project and its clients have a deep rooted relationship that is highly monitored throughout its progression to success.”

As non-GMO commitment is underway, starting on January 1st, Kashi is now only releasing and producing products that follow the rules for the project.

In addition, this timeline includes the start of Kashi’s new campaign, “Lasting Love.” Numerous advertisements and proj-ects will be circulated through media platforms.

For more information, Kashi will be hosting a press conference on _____, to further discuss the non-GMO project prog-ress and the beginning of the new campaign.

###About Kashi CompanyFounded in 1984, Kashi dreams of a world where everyone embraces natural health. As a natural lifestyle pioneer, Kashi is passionate about and committed to improving the health of people and our planet. By providing great tasting, nutri-tious and innovative foods, Kashi enables people to achieve optimal health and wellness, while also leading them on a path toward embracing a natural lifestyle. Kashi encourages people to live healthier lives through its interactive online community at Kashi.com. To learn more about 25 years of Kashi’s mission, sustainable efforts, values and roots, get inspired by the Yearbook on Kashi.com.

FOR IMMEDIATE RELEASECONTACT: Rebecca Haas(310) 743-5337

Kashi Announces A Mobile Sampling Truck For 2016

LA JOLLA, Calif. (____, 2015) – Kellogg’s Kashi Company is excited to be launching a mobile van called the “Kashi Kart” this January. The “Kart” will be traveling to different parts of the country to advertise the new Kashi slogan, “Lasting Love.”

The “Kashi Kart,” a remodeled ice cream truck, will be making a 4-month journey across the country to provide samples and sell boxes to citizens.

“Kashi can’t wait to start 2016 with this new boost to the campaign mission,” Said Chief Executive Officer John Bryant. “Each citizen in the county deserves a chance to experience the high protein and fiber Kashi supplies, so why not bring it to them? We all deserve to start our day with the right cereal to make more smart decisions the rest of the day!”

Participants will be able to locate the “Kashi Kart” through the Kashi website and its own “Kashi Kart” Twitter and Ins-tagram, where the employees in the van will be posting photos and captions at their different locations. On the Kashi website, a calendar and tracker will be available to see where the nearest stop is and at what major grocer they will be camping at for one week.

The “Kart” and its Kashinistas plan to start at Kellogg’s headquarters in Battle Creek, Michigan on January 19th. It will be making trips to cities such as Ann Arbor, Columbus, Pittsburgh, Denver, Boston, Los Angeles, San Francisco, Eugene, Houston, New York City, Birmingham, Chicago and many more.

In addition to major cities across the country, the “Kashi Kart” is also making pit stops at large university campuses and hopes to bring the mobile sampling into dining halls. This will allow for a partnership with college catering companies across the nation.

Through their journey, the “Kart” will be making stops at different homeless shelters around the country, delivering box-es of Kashi cereal.

“With this marketing opportunity, the ‘buy a box, give a box’ campaign will allow Kashi to donate thousands of cereal boxes to the homeless. The beauty of this “Kart” is its ability to serve not just our new and loyal customers, but serve those in need,” Said Community Relations and Outreach Coordinator ______.

The list “Kashi Kart” locations are on kashi.com and the Twitter and Instagram is planning a launch December 30th. ###

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The “Lasting Love” Instagram Contest Begins

LA JOLLA, Calif. (_____, 2016) – Kashi, a Kellogg’s company, is excited to announce today an expanded tactic to their campaign, “Lasting Love.” With the release of their new Instagram account, Kashi will be hosting a contest to consum-ers and followers of the Seven Whole Grain Company.

Kashi will be awarding followers a chance to be featured on the social media account when they post a picture of their “Lasting Love” of Kashi.

Starting the week of Valentines Day, lovers of Kashi can tag the company in their posts, with the hashtag #KashiLove. The posts can have the consumers explaining how they eat Kashi and how it makes them have “lasting love” throughout their day. Our Online Media Directors of Kashi will select the most creative post and picture and release them every Fri-day for 2 months on the account. The posters are encouraged to use other ingredients to make their love of Kashi last.

The weekly winners will automatically be entered to win a chance to be featured in a Kashi interactive video for the cam-paign in the month of September, showcasing their creative plans with the Kashi breakfast.

“We love seeing the creativity our customers bring to the table,” Said Louise Cotterill, Associate Director of Communi-cations. “Whether that is adding strawberries from the local farm or sharing the breakfast with the kids every morning, a little bit of love can last longer than you think.”

The company will also be launching more Instagram contests during the months of April, May, and September, for the back-to-school addition.

###

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Kashi Begins Television Partnership with Silk Milk

LA JOLLA, Calif. (_____, 2015) – Kashi is excited to announce their new partnership with Silk Milk for the 2016 calendar year.

Both Kashi and Silk Milk marketing team agreed to the cooperative advertising deal in November 2015. Each of their products will be featured in the company’s ads. For example, in the new “Lasting Love” campaigns, Silk Milk will be the choice of milk when the consumers are eating Kashi cereal.

“We believe that our consumers are very conscious about their nutrition and our goal is to fulfill their healthy appetite, and luckily, Silk Milk has the same mission!” Said Chief Marketing Officer _____. “Our partnership with their company will not only increase our brand awareness, but will help capture a new, thrill-seeking target audience.”

In choosing the company Kashi was going partner with for their 2016 campaign, the Kashi Marketing Team searched for another Non-GMO project participant in order to keep the commitment even through the advertisements. In addition, the Silk Milk Company also began from a small soy milk idea and developed into a large, multiple milk carton company.

Additional, Silk Milk’s mission includes “keeping soy close to your heart,” which emphasizes the idea that soy is a pro-tein-based plant that helps that the body’s immune system. The Kashi marketing team recognized this comparison with the “Lasting Love” campaign and the protein/fiber content ratio the products contain.

“Both our promises and customers are one and the same,” Said White Waves CEO ____. “I have been eating Kashi since the beginning of the Silk development and can’t imagine any other partnership.”

The “Lasting Love” campaign advertisements will be released in the beginning of January 2016.

For further information on the Silk Milk partnership, visit kashi.com.###

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