Kashi

Kashi Company, the premier natural food products company, needed a jumpstart to help broaden awareness of its ongoing mission to redefine how people eat to achieve their best lives. Kashi turned to Formula to help build excitement in the marketplace and connect the brand with its targeted base of health-conscious consumers.

Challenges:

• Generate excitement and build awareness among health-conscious consumers and health-curious individuals about Kashi and its whole grain offerings
• Educate consumers about Kashi’s advocacy and the company’s mission to inspire healthy change in communities across the nation
• Build a buzz about the company’s great tasting, healthy and innovative foods and create differentiation from other natural health brands in the marketplace

Strategy:

• Support the company on a seven-month 14-city grassroots tour designed to inspire people to make healthy changes in their lives
• Promote natural food cooking demonstrations, hands-on yoga training, free product tastings and other interactive exhibits designed to educate the public about how simple it is to achieve a healthy lifestyle
• Position Kashi nutritionists and spokespeople as experts on broadcast cooking segments held in conjunction with each market visit
• Create nationwide exposure through a combination of engaging media relations pitches, press mailings and product reviews

Results:

• Secured onsite or in-studio broadcast TV segments touting how Kashi can help people achieve optimal health and wellness on morning shows in all tour markets, including KATU-TV (Portland), KNSD-TV (San Diego), KRON-TV (San Francisco) and KXTV-TV (Sacramento)
• Garnered additional event exposure and features highlighting Kashi’s advocacy in daily and weekly news outlets and consumer print publications in every market. Coverage to date includes Spokane Spokesman-Review, San Diego Business Journal, Sacramento Bee, Bay Area Parent, as well as numerous online mentions, including washingtonpostexpress.com and others
• Helped drive more than 54,780 attendees and potential Kashi consumers to the events to date

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