ORAMA CAMPAIGN BOOKLET

ORAMA

KASHI CAMPAIGN BOOKLET

INNOVATION & IMAGINATION

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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.

TABLE OF CONTENTS

Situation Analysis

Campaign Strategy

Creative Plan

Media Plan

Public Relations Plan

Sources Cited

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Dara BrodyAccount Director

Charlie BeckMedia Director

Randi EisenpressPublic Relations

A. Julius ZimmermanResearch Director

Lindsay Brown Creative Director

Jenny CohnPublic Relations

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THE TEAM

SITUATION ANALYSIS

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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

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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 . Signaling 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

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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

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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 by7.3% 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.

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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.

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.

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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%)

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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

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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

SWOT

•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

SWOTANALYSIS

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

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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.

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KEY ISSUES AND IMPLICATIONS

CAMPAIGN STRATEGY

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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 CertifiedTransitional 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

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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)

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140

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180Ezekiel 4:9 Sprouted Whole Grain Cereal, Golden Flax (1)

Big brand cereals

Other parent cereals

Small market cereals

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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.

TARGETAUDIENCES

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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

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: 18-24Household Income: $150,000+ Education: Enrolled in a 4-year College University Lives: New England VALS type: Innovator

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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

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CONSUMER PROFILE TERTIARY TARGET

Health food supermarket chainsExamples: 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.

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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.

STRATEGYCAMPAIGN

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CAMPAIGN BUSINESS OBJECTIVE

COMPETATIVE ADVANTAGES

DIFFERENTIATION FROM COMPETITION

UNIQUE SELLING PROPOSITION

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”

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BRANDING POSITIONING: CURRENT AND DESIRED

BRANDING STRATEGY: CURRENT AND DESIRED

EMOTIONAL LINK TO KASHI

CREATIVE PLAN

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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.

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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

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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.

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CREATIVE EXECUTIONS PRINT ADS

SEE YOU AT THE TOP

KASHI HELPS YOU GET THERE....

whole grains for a whole you..whole grains for a whole you..

ONE PEDAL AT A TIME

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.

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CREATIVE EXECUTIONS BILLBOARDS & BUSESBillboards 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

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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.

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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 ADSWe 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.

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“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

MEDIA PLAN

35

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 audiencedemographics, 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

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

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

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 televisionadvertising 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

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

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

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

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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

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

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ALLOCATION & COST BREAKDOWN

Conventional Media %Allocation CPP Total $Allocation GRPS











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

Total Media Spending $Allocation %Allocation

Impact Media Spending









Spot Television Late Night



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

PUBLIC RELATIONS PLAN

47

PUBLIC OPINION & TRENDSMany 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

- 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

MEDIA CONTACTS

ABC NewsJanet Dailey VP [email protected]

The New York TimesLinda Zebian, DirectorCorporate [email protected]@lindazebian

USA TodayCraig KaplanVP, Advertising SalesNew York [email protected]

The Chicago TribuneDavid SyrekAssistant Lifestyle [email protected]

Women’s HealthAlex DeSanctisNational Advertising Director 212.573.0327E [email protected]

People MagazineAnne Toal, VP Digital Strategy & Business Operations(212) [email protected]

Men’s HealthNora GarrityDirector of Communications(212) [email protected]

National GeographicAnna kukelhaus [email protected]

BuzzfeedLiza Wasden VP of [email protected]

Food NetworkDylan JonesChief Communications [email protected]

50

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

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

52

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

53

ADVERTISEMENTKashi 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

54

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

55

SOURCES CITED

56

- Kashi.com

- One Source

- Simmons One View

- Mintel Academic

- www.traderjoes.com

- www.thefreshmarket.com

- www.totalcereal.com

- www.quakeroats.com

- http://www.preparedfoods.com/articles/113445-kashis-food-innovation-story-strategy

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SOURCES

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ORAMA

KASHI CAMPAIGN BOOKLET

INNOVATION & IMAGINATION

ORAMA CAMPAIGN BOOKLET

Documents