Find Your Kashi - Campaign Plans Book by Natalie Zimmerman

Find Your Kashi Campaign Plans Book

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OUR TEAM ACCOUNT EXECUTIVE Natalie Zimmerman RESEARCH DIRECTOR Alyssa Robin CREATIVE DIRECTORS Siddharth Pandey Tessa Ferguson MEDIA DIRECTOR Katie Flicker PR DIRECTOR Emily Poklar

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CONTENTS

1 3 14 19 25 33 40

Executive Summary Research Target Audience Campaign Strategy Creative Plan Media Plan PR and Promotions Campaign DEN LI MEDIA 3

EXECUTIVE SUMMARY

Executive Summary Communication Objectives We aspire to move our primary target, Emily, from being an occasional consumer and merely aware of the Kashi brand, to a brand loyal customer. Kashi’s positioning and branding is consistent with Kashi’s consumer lifestyle. Given the brand’s mission for wholesome, natural, real-food ingredients, Kashi positions itself within the aspirations of its general consumer. Our research shows that those who seek organic food and eat a well-balanced diet are between 80 and 100 percent more likely than the general population to eat Kashi cereals than the general population. Emily embodies the Kashi brand, and our Simmons data shows that young women like Emily are living the lifestyles that Kashi expects its consumers would. Additionally, we hope to get our secondary target, Lisa, from feeling a desire for Kashi cereal to purchasing the product. Mothers who live in the suburbs are aware of the Kashi brand. We know they have a distinct conviction of our brand’s identity and purpose, however it may not always be their first choice for cereal preference. The goal of our campaign is to move these women from being aware of our mission as a brand to having a firm belief that Kashi is the leading healthy cereal.

Business Objectives We hope to mold our customer’s views of Kashi as the cereal choice. By forming these types of attitudes, we hope our campaign will increase sales by two percent. Additionally, we hope to increase one percent of eaters per week, resulting in more people choosing Kashi more often.

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RESEARCH

Historical Background Kashi is an American food company, dedicated to the image of healthy eating through the consumption of whole-grain, organic foods, especially cereals. The company name comes from a combination of the words “kashruth,” which means kosher, and “kushi,” the last name of the Japanese scientist who introduced macrobiotics to the United States. Kashi was purchased by Kellogg Cereals in 2000, yet is independently operated. The corporate philosophy stresses the importance of nutrition for a healthy lifestyle, which is incorporated into their tagline, “7 Whole Grains on a Mission.” This has given rise to an image which carries into their diverse product range, which includes breakfast cereals, energy bars, frozen breakfast foods and pizzas. Kashi also highlights the importance of high protein and fiber foods, which ties into their “all natural” slogan. The company was embroiled in a scandal in 2011 after patrons of a Rhode Island grocer became angered about the fact that some elements of Kashi cereals were partly genetically modified (GMO), as opposed to being 100 percent natural.1

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Industry Leaders The Cereal Production industry is highly competitive and dominated by major companies. Kellogg Company is the market share leader followed by General Mills Inc., with Post Holdings Inc. and PepsiCo Inc. commanding substantially smaller shares. The balance is comprised of numerous smaller competitors. Due to high barriers to entry, there is limited opportunity for new competitors to enter the market or compete successfully. Generally, companies are distinguished by price, quality, product innovation and differentiation, and their relationships with consumers. Kellogg Company Kellogg Company, one of the leading producers of ready-toeat cereal and convenience foods, services over 180 countries. Kellogg Company’s industry performance has successfully increased within the Cereal Production industry. By innovating existing products and finding ways to include healthy ingredients into well-known cereal brands, Kellogg has seen growth in its financial performance. Kellogg’s US cereal revenue is expected to increase 0.9 percent per year on average to $3.5 billion between 2010 and 2015.2 General Mills General Mills Inc. also demonstrates strong international presence with sales in more than 100 countries. General Mills invests heavily in research and development to drive new product lines

and continually enhance existing cereals. General Mills strives to gain market share, providing cereal at other food outlet distribution centers such as schools, hospitals, colleges and cafeterias. General Mills’ US cereal revenue is anticipated to grow at a yearly rate of 0.3 percent to $2.4 billion during the five years leading to 2015. Post Holdings Inc. Post Holdings Inc. produces breakfast cereals, snacks and active nutrition products. The company emphasizes natural and healthy products. Post Holdings has expanded significantly through multiple acquisitions, such as Attune Foods Inc., a manufacturer of premium natural organic cereals and snacks, and Premier Nutrition Corp., creating Post Holdings’ active nutrition segment. Post Holdings’ revenue soared and is expected to continue to grow through 2015 to $1.1 billion. PepsiCo Inc. PepsiCo Inc. is a leading global manufacturer, distributor and marketer of food and beverages. In 2001, PepsiCo acquired Quaker Oats and later other related household brand names like Cap’n Crunch, Chewy Granola Bars and Mother’s Natural Foods. Although Quaker Foods North America’s performance has been rather stable over the past five years, sales for its oatmeal and ready-to-eat cereal products have fluctuated. Overall, PepsiCo’s US cereal revenue is expected to decrease at an annual rate of 1.1 percent in the five years to 2015. The Cereal Production industry is highly competitive and dominated by major companies.

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Industry Trends The cereal production industry suffered a decline in revenue as the economy began to recover from the 2008 recession and per capita disposable income increased over the five-year period. Because of the rising service costs of the time, cereal producers were forced to increase prices, ultimately leading consumers to choose other breakfast options. As a result, the demand for industry products declined.

Consumer trends indicated that convenience plays a large role in breakfast consumption. The current performance of the cereal industry over the past five years has been relatively inactive. In 2014, the consumption of breakfast cereals (cold) declined by four percent. Facing an increasingly tough market, consumers are starting to replace cereal with other breakfast food options, such as Greek yogurt, breakfast sandwiches and specialty coffee. The increasing popularity of low-carb diets has also reduced the number of consumers choosing cereal. In addition, as a result of increasing disposable income, consumers are choosing to dine out more frequently, lowering industry revenue. Similarly, consumer trends indicated that convenience plays a large role in breakfast consumption. McDonaldâ&#x20AC;&#x2122;s and other fast food restaurants have already experienced an increase in demand for breakfast sandwiches. Over the next five years, demand from fast food restaurants is predicted to increase at an annualized rate of two percent. With McDonaldâ&#x20AC;&#x2122;s latest promotion of serving breakfast all day, this trend will only continue to grow.3 As a result, cereal production revenue is projected to decline at an annualized rate of one percent to $11.0 billion. With expected growth in the Supermarkets and Grocery Stores industry and the Grocery Wholesaling industry during 2015, and a decrease in the price of coarse grains, world price of wheat and the price of corn during 2015, there is potential opportunity for revenue growth in the cereal industry. As a result, profit margins are expected to rise during the next five years. 4 As the industry progresses over the next five years to 2020, rising levels of disposable income may inspire consumers to purchase more high-end cereal. Increasing demand for healthier options, such as whole grains, will enable most growth. Yet, overall industry growth will be limited by rising competition from substitutes. As a result, revenue is expected to increase at an average annual rate of 0.9 percent in the leading years to 2020 to reach $11.6 billion. 5

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Competitive Analysis Cereal Brand Kashi

Cascadian Farm

Competitive Advantage - Progressive nutrition combining real food with real nutrition - 21 varieties of cereal - Thoughtful of sustainable and ethical practices 6 - Provides detailed nutrition information - Incorporates seven whole grains within its cereal

$3 per box

- Leading brand of organic foods - Offers 11 cereal varieties - Experiments with innovative marketing approaches

$5 per box

Nature’s Path

- Largest independent natural specialty firm - Top-selling brand in the organic segment - Offers 21 cold cereal variations - High standards for ingredients 7

Quaker Oats

- Emphasizes importance of a single “whole” grain - “Quaker Difference”: milling, cutting, steaming and flaking the whole grains in their products - Five recognizable cold cereal brands 8

Other Breakfast Options

Price

- McDonald’s introduction of all day breakfast - Greek yogurt - Breakfast sandwiches - Increased popularity of low-carb diets

$5 per box

$3 per box

Varies by product

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Consumer Analysis Consumers of hot and cold cereals generally have positive perceptions of cereal versatility. Seventy-six percent of consumers agree that overall cereal is a great snack. 9 In addition, 53 percent of consumers trust that cereal provides health benefits. Therefore, there is consumer demand for cereal products, specifically cereal that provides documented nutritional value. Healthy cereals cater to certain market segments. Overall, female consumers are more likely to consume Kashi cereal than men. Of people who have eaten Kashi GoLean within the last seven days of the month, 54.8 percent have been women, compared to 45.2 percent of men.10 In addition, Kashi GoLean is overwhelmingly popular with Caucasian consumers: 82.3 percent of people who have eaten Kashi GoLean within the past seven days of the month are white. Of people who have eaten other Kashi brand products within the last seven days of the month, 82.1 percent are also Caucasian. More than one third of cereal eaters indicate they always read the nutritional information on cereal.11 Of people who have consumed Kashi GoLean within the past seven days approximately one-third agree that nutritional value is the most important factor in deciding what foods they eat.12 In addition, of people who state that they like to know as much as possible about ingredients before they buy the product are 64 percent more likely than the general population to have consumed Kashi GoLean within the last seven days. The strong desire for nutritional information increases the importance of featuring nutritional claims prominently. Ultimately, it will attract more consumers because it is easier for them to find the nutritional claims they are looking for. High-fiber options may provide an area of major growth for the cold cereal segment. Forty-three percent of cereal eaters indicate they eat cereal because itâ&#x20AC;&#x2122;s a good source of fiber.13 Similarly, of people who consumed Kashi GoLean within the last seven days 52.5 percent overwhelmingly agree that they try to include plenty of fiber in their diet these days.14 In addition, of people who consumed other Kashi brand products within the last seven days, 46.7 percent agree that they try to include plenty of fiber in their diet. Ultimately, there is a strong interest in high fiber and nutritionally valuable cereal and Kashi is looking to fill this need.

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Brand Analysis As seen on the Kashi Company Website, Kashi markets its cold cereal as having both whole grains and good taste. Their mission statement vows to do more than fill the body with calories, but rather to create positive change with the incorporation of real food: “Simple, natural ingredients are at the heart of everything we do at Kashi to bring you great-tasting more nutritious food choices for meals and snacks throughout your day.” In conjunction with this positioning, all titles of Kashi cold cereals reference whole grain, whole wheat, heart to heart, or other health related slogans. Kashi believes in simple, wholesome ingredients, and stands to nourish people and the planet using their progressive nutrition, placing a value in how Kashi makes its food (i.e. sustainable farming techniques). 15 Inspired by pure, wholesome foods, the Kashi brand features a green color scheme and images of grain fields. The site includes a recipes section with instructions for incorporating Kashi products into recipes, transforming Kashi into more than just a cereal, but rather into a full, hearty meal. In addition to the recipes tab, the website offers in depth information about the nutrition facts of the ingredients that Kashi incorporates into its products. Given this analysis of the website, the positioning of Kashi brand within the cereal industry exists as a wholesome, natural, real-food cereal that comes from the earth and cares about maintaining the overall health of mankind.

In terms of brand attitudes, it has been found that people who look for organic and natural foods when food shopping are 93 percent more likely than the average person to eat Kashi cereal. Additionally, people who eat a well-balanced diet are 82 percent more likely than the average person to eat Kashi cereal.16 Kashi reviews for their GoLean cereal product found on Amazon.com report ratings of four and a half stars out of five, with 72 percent of users rating four of five stars. Those who rated the GoLean cereal with high ratings on Amazon.com deemed it filling, better than granola in taste and texture, and incorporating wholesome nutrition facts, specifically protein and fiber. However, some of the poorer ratings focused on how the high fiber content negatively affects their digestive track and felt that the cereal had a dry taste.17 One of Kashi’s most recent campaigns, the “What’s That” campaign, informs children what real healthy ingredients mean, and emphasizes the importance of nutrition knowledge and Kashi’s mission for people and planet-based health. Considering this campaign and the in-depth information of whole grain ingredients on Kashi’s website, Kashi’s positioning is consistent with their consumers’ values of wholesome, natural, health-rooted ingredients.

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Media Usage Analysis Spending over a billion dollars per year on advertising, Kellogg’s uses a large portion of their advertising funds on their cereal brand’s advertisements. In 2011, Kellogg’s spent 127.8 million on television advertisements, 28.1 million on magazine advertisements and 4.8 million on Internet advertisements for their cereal brands.18 In 2014 Kellogg’s spent $9 million on media for Kashi, while only spending $42,000 on Bear Natural, a competitor also owned by Kellogg Company. While Kashi has been expanding its digital media presence, it still advertises using traditional media, including magazines and television advertisements. Campaigns follow this interest in health, fitness, family and nutritious food. The Kashi “What’s That” campaign helps to reinforce Kashi’s desire to help encourage healthy eating and awareness. Their magazine advertisements also highlight healthiness, with the GoLean advertisements stating the amount of protein and nutrients found in a bowl of cereal. Traditional According to our Simmons analysis, Kashi consumers are 32 percent more likely to read magazines or newspapers than the general population. In regards to magazines, Kashi ads are being placed in magazines that are often health and fitness related, including Fitness, Health, and Shape. The awareness of health and fitness continues with their television advertisements, which are commonly found on Discovery Fit and Health. Through traditional advertising channels we also recognize an interest in food and cooking from consumers, with popular magazines containing Kashi advertisements to be Food and Wine and the Food Network Magazine. All vehicles are female focused, which is reflected in campaigns that share the necessities to keeping a healthy lifestyle and family. 19

recipes on social media channels helps to connect users to other advertisements and unite the brand between digital and traditional advertisements.

Digital Media Outlets • Pinterest is an obvious place to connect with these female consumers. Pinterest includes “Kid Friendly” boards to target mothers by showing the ways to incorporate healthy foods at home. • The YouTube channel also has videos focused on cooking, it is a less centralized theme of content, and includes a mix of videos on outdoor activities, charity and promoting specific products. • The Kashi Website continues to try and build strong customer relations with their website. Kashi consumers are able to Digital communicate in the community section. They can connect Kashi consumers are found to be slightly more likely to use social with other consumers and the Kashi brand by posting comnetworking than the general public, thus making their social mements, short stories or pictures to feel as though they are a dia presence important. Kashi has content on Facebook, Twitter, part of the brand’s social circle. 20 Pinterest and YouTube. Focusing on snacking options, health and

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Category Creative Analysis Kashi’s consumers are individuals who choose to live a healthy lifestyle. To advertise and promote natural and organic foods to health-conscious consumers, creative teams appeal to their customers by marketing their products in two ways: 21 • Highlight the health benefits that their products provide • Express sustainability efforts to show that the product is not only good for the consumer, but the planet as well With similar advertising and promotion as that of natural and organic foods, Kashi’s creative approach over past decade has enabled it to develop creatively: • Commercials promoting Kashi brand cereals want to ensure that their brand is personal and approachable. 22 • Kashi also encourages their consumers to transform breakfast items by adding fruit or yogurt with a bowl of cereal. 23 • While Kashi has generated a variety of advertisements and other forms of creative execution over the years, they have never launched a campaign that elicits a strong and memorable brand image. • Starting in 2011, Kashi experienced great backlash after genetically-modified organisms (GMO) were discovered to be in their products. • The presence of the GMOs proved to be very problematic because it conveyed a message inconsistent with the brand identity of organic and natural ingredients. However, Kashi has since advertised their powerful journey to ensuring that all products will be Non-GMO Project Verified. Kashi’s competitors’ creative approaches include: • In 2010, Cascadian Farm partnered with the popular online social game Farmville, commonly played on Facebook. • The game offered players the opportunity to plant virtual Cascadian Farm-branded organic crops and to “friend” the brand’s virtual farmer on Facebook. This and other interactive marketing campaigns have increased awareness of the Cascadian Farm brands to new groups of consumers. 24 • Recently, Quaker Oats started a series of advertisements emphasizing emotion in connection with oatmeal. The new campaign called, “Off You Go” attempts to clarify that “how we prepare ourselves for the day makes all the difference.” The “Off You Go” campaign showcases children growing up in the span of a single 30-second or 60-second ad. 25 • In October 2015, McDonald’s launched their “Breakfast All Day” campaign. In preparation for breakfast all day, many consumers turned to social media to comment and promote the new campaign.

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SWOT Analysis Strengths • • • • •

Positioning and branding is consistent with Kashi consumer lifestyle Leading brand in the natural and organic cold cereal market Intensive distribution Brand loyal customers Product innovation and differentiation

Weaknesses • • •

Opportunities • •

Access to wide-range of social platforms Create demand for products at times other than breakfast

False claims regarding ingredients Lack of cohesiveness between media channels in relation to brand image Negative attitudes toward fiber and digestive health

Threats • • •

Overall decline in cereal industry Alternative convenience factor foods Investigation into Non-GMO campaign

Positioning and branding is consistent with Kashi consumer lifestyle - Given the brand’s mission statement of wholesome, natural, real-food ingredients, Kashi positions itself with a healthy and active consumer. Those who seek organic food and eat a well-balanced diet are between 80 and 100 percent more likely to eat Kashi cereals than the general population.

Leading brand in the natural and organic cold cereal market - Kashi is the leading brand in the natural and organic cold cereal market with a 42 percent share of the natural segment.

Intensive distribution - Kashi cereals are available in almost every supermarket and grocery store. With Kashi products stocked and sold by the majority of large and independent retailers, consumers recognize the brand.

Brand loyal customers - Kashi has established a strong and loyal consumer base. According to Forbes, Kashi is one of the most highly rated customer loyalty brands.

Product innovation and differentiation - Kashi produces over 20 different breakfast cereals. With this variety, Kashi is able to appeal to different consumer palettes.

False claims regarding ingredients - Kashi was investigated, questioning the validity of its “all-natural” and “GMO-free” claims, challenging its strong reputation.

Lack of cohesiveness between media channels in relation to brand image - Although there are many media platforms, ads are separated by channels, with no common campaigns.

Negative attitudes toward fiber and digestive health - Numerous Kashi consumers have voiced their concerns regarding major intestinal discomfort caused by the high protein and fiber content in Kashi cereals by commenting on product reviews and posting on blogs.

Access to wide-range of social platforms - Kashi has developed a strong social presence on various social media platforms. Kashi can take advantage of its consumer following to promote campaigns.

Create demand for products at times other than breakfast - There is potential to target snackers, ultimately increasing Kashi sales. With this expanded market segment, Kashi has the opportunity to build associations between their brand and various snacking hours.

Overall decline in cereal industry - As the economy began to recover from the recession in 2008 and per capita disposable income increased, the cereal industry suffered a decline in revenue. Cereal production revenue is projected to decline at an annualized rate of one percent to $11.0 billion.

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Alternative convenience factor foods - Consumers are starting to replace cereal with other breakfast food options, such as Greek yogurt and breakfast sandwiches. In addition, consumers have begun to dine out at restaurants as a result of their rising disposable income.

Investigation into Non-GMO campaign - After announcing their Non-GMO campaign in late 2014, Kashi is under investigation as to whether or not its cereals are actually GMO-free, producing a threat to Kashi’s credibility. Positioning and branding is consistent with Kashi consumer lifestyle

Key Issues and Implications

1 2 3

One of Kashiâ&#x20AC;&#x2122;s key issues is that they are struggling to prove their cereals are GMO-free. Kashi has had difficulties with their healthy and organic reputation. After the â&#x20AC;&#x153;all-naturalâ&#x20AC;? backlash and the launch of the their Non-GMO campaign, Kashi is still working to defend their organic standpoint. Kashi needs to strengthen their Non-GMO campaign and reassure their consumers that they are organic and use quality ingredients. While Kashi spends millions on advertising, they do not have cohesive campaigns between their different media platforms. Kashi advertisements highlight the benefits of healthy foods and fitness, but have little consistency between imagery on the different channels. As a result, it will be beneficial to build a full six month or year long campaign. By having a connected message on social media and traditional advertising platforms it will promote a more cohesive brand. A complete campaign will send a concise message to our target segment of the market. Rather than having distributed ideas across platforms, an integrated marketing campaign will benefit Kashi by creating a strong brand persona and highlight our main strengths for consumers. Currently, Kashi markets its breakfast cereal as a healthy, wholesome option. However, Kashi fails to appeal to the convenience seeking consumer market. With the decline of breakfast cereals, people have looked to breakfast sandwiches among other on-the-go options. In marketing Kashi as not only a healthy breakfast option, but also a convenient option, the brand could branch out to a new consumer market.

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TARGET AUDIENCE

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Primary Target Consumer Emily Our primary target is â&#x20AC;&#x153;Emilyâ&#x20AC;? and all other females alike. Emily is 22 years old and will graduate college this spring. She is a future-oriented young woman and is determined to succeed. After graduation, Emily aspires to hold an occupation with a base salary of $150,000 - 250,000. Although originally from the South, Emily grew up in a metropolitan area along the east coast, such as Washington D.C. Emily is an innovator and an experiencer. She loves to take risks and try new things, whether it be a new sport, a new elective, or a new organic recipe. She is always receptive to new ideas. Emily is not afraid of the unknown, experimenting with new hobbies and adventures. Emily is sociable, helpful, and friendly, making her an asset to the public and her collegiate community. Emily loves spending time with friends in an open and social environment. In addition, Emily frequently enjoys exercising, working out at least once a week. She is extremely conscious of her health and aspires to live a healthy lifestyle. When grocery shopping, Emily reads the labels before buying a product as she values nutritional facts, and is a generally health conscious individual. Given her helpfulness and passion for nutrition and physical activity, her friends often ask for advice and Emily is more than happy to answer with the hopes of bettering the lives of her peers.

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Primary Target Consumer Why Emily?

VALS

Why Washington D.C.?

In addition to targeting innovators, Kashi cereal can improve its consumption by targeting experiencers, as defined by Strategic Business Insights. Another VALS group, experiencers, are sensation seekers, sociable, love physical activity, believe friends are important and are in and out of latest trends.30 Of Kashi brand consumers, 34 percent are sociable, friendly, and likeable people, in addition to 38 percent who claim to do some sport or exercise once a week.

In establishing our primary consumer of Emily, we found female consumers are more likely to consume Kashi cereal than men. Of people who consume between one and four servings of Kashi GoLean per week, over half of them are women. Furthermore, of people who have eaten Kashi GoLean within the last seven days of the month, 54.8 percent have been women, compared to 45.2 percent of men. 26 Additionally, adults ages 18 to 24 are over 100 percent more likely than the general population to consume up to nine servings of Kashi cereal per week, making women of that age range a primary target to reach. Regionally, we found that people living in the Northeast are 19 percent more likely than the general population to consume Kashi, and 35 percent of Kashi consumers are located in the South. However, we also found that metropolitan areas along the east coast are popular regions of Kashi consumption. 27

Why College?

In looking at education, college graduates are 35 percent more likely than the general population to have consumed Kashi GoLean products within the last seven days of the surveyed month. In addition, secondary degree seekers are 47 percent more likely to consume Kashi cold cereals in general within that same time period. 28 Therefore, we find individuals seeking higher education to be a primary target for Kashi cereals.

Why Income?

In regards to income, we found that people who are making between $150,000 and $250,000 a year are 100 percent more likely to consume Kashi cereals than the general population. In relation, those who find it worth paying extra for quality goods are 23 percent more likely to consume the Kashi brand, making them an effective income target within our age range and education levels.

Additionally, the Strategic Business Insights definition of VALS groups further defines our primary target. Innovators are described as always taking in information, being confident enough to experiment, future-oriented and receptive to new ideas. 29 Fitting within this description, we found that risk takers are 30 percent more likely than the general population to consume Kashi brand products. Consistent with innovators who always take in new information, we found that people who like to know as much as possible about ingredients before buying foods are 77 percent more likely to consume Kashi cereal.

Our primary target must be an overall healthy living and conscious individual, as consistent with the brandâ&#x20AC;&#x2122;s mission statement of wholesome, natural, real-food ingredients. 31 Those who seek organic food and eat a well-balanced diet are between 80 and 100 percent more likely to eat Kashi cereals than the general population. Additionally, more than one third of cereal eaters indicate they always read the nutritional facts. It has been found that people who look for organic and natural foods when food shopping are 93 percent more likely than the average person to eat Kashi cereal. Additionally, people who eat a well-balanced diet are 82 percent more likely than the average person to eat Kashi cereal. This emphasizes the need to target not only healthy individuals, but also people who care about their well-being and are willing to take the precise and specific steps to get there.

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Secondary Target Consumer Lisa Our secondary target is â&#x20AC;&#x153;Lisa,â&#x20AC;? a mother of three who lives with her children in the suburbs and like Emily, has the same health conscious, active, future-oriented attitudes. Similar to Emily, Lisa has a college education, and more so, a secondary degree. She also enjoys socializing and working out. Lisa earns roughly $250,000 a year. According to our research, Lisa is a perfect secondary target. Of Kashi brand consumers, about a third have from one to three children. Specifically, of people consuming Kashi GoLean cereal products, 52 percent have kids. We chose to secondarily target mothers in traditional and nontraditional families specifically, because women in general consume more Kashi than men do, and are more statistically health conscious than men. Of people who are working on eating a well-balanced diet, 63 percent are women, as opposed to 37 percent men. Additionally, of people who care about the calories in what they eat, and of people trying to eat healthier these days, about 60 percent of each group consist of women, making women a great primary and secondary target. 32 Even more specifically, our secondary target is suburban mothers based on our Simmons Data analysis, showing that suburbians are 54 percent more likely than the general population to use Kashi brand products. However, this data was labeled unstable on the report. Thus, these suburban moms are our secondary, rather than primary targeted communities.

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Primary Research We sat down with two focus groups of between three and five young women like Emily in order to get a better sense of how our primary target lives their healthy lives, and how Kashi fits into those values and behaviors.

JORDYN

KIKI •

Considers healthy living to be a combination of eating natural foods and exercising

Associates the Kashi brand with natural and holistic food products

•

Difficult to carry out this type of lifestyle on a college student’s schedule.

Associates her mother as being a Kashi consumer, who she notes is a very health conscious individual

•

Associate Kashi with something you can take on-the-go as an “active snack.”

•

Avid protein bar eater, who is always inclined to buy new flavors when she hears of them.

•

Believes Kashi comes off as an “active” brand

• •

•

She sticks to one brand and is willing to branch out within that brand to bring novelty to her diet.

CARLIN •

Associates brands with their creative executions

•

More inclined to buy a Luna bar because they are advertised for women, and when she is going to be doing something active, she is drawn more towards Activa because that brand is associated, to her, with going on hikes as seen in their advertisements.

•

Loves to eat cereal as a late night snack, “cereal is such a satisfying crunchy snack before bed.

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CAMPAIGN STRATEGY

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Campaign Strategy Current Positioning

Currently, Kashi positions itself as a wholesome breakfast option for people who care about eating healthy and living healthy. As seen on the Kashi Company Website, Kashi markets its cold cereal as having both whole grains and good taste. Their mission to nourish people and the planet vows to do more than fill the body with calories, but rather to create positive change with the incorporation of real food. Kashi cares about where the food comes from and where it goes. From sustainable farming techniques to energy the body uses to get out of bed in the morning, Kashi cares about the food it puts on the table and the outcomes of the individual consuming such foods. Kashi is used by its consumers, for the most part, as a morning cereal option. This aligns with Kashi’s current positioning as a healthy breakfast option made for healthy living. Kashi brands itself not only through the Kashi website, highlighting the different natural ingredients in Kashi products and informing the consumer of the farming techniques that produce those natural ingredients, but also on the packaging of Kashi’s products itself. Kashi packaging disclosures how much protein, fiber, and whole grains the product has and expresses this information in a direct way on the front of the box. Most of the product packaging displays phrases such as “naturally sweetened,” “multigrain,” and “hearty all natural” in order to further emphasize the values of the brand and remind consumers of the brand’s mission to serve healthy lifestyles. On Twitter and Facebook, Kashi is extremely active in interacting with their consumers. They are constantly retweeting, responding to tweets, and responding to comments on Facebook. They consistently share new recipes for their products through photos and links. To express their commitment to healthy lifestyles, Kashi frequently posts photographs and messages to their Facebook page and Twitter of activities, such as a beach yoga class, or a young woman hiking in the mountains. This reminds consumers that Kashi is not just about what you eat, but also how you pursue health when you are not eating.

Unique Selling Proposition

With over 20 varieties of cereal, Kashi offers significantly more cereal flavors than its competitors. General Mills’ all-organic Cascadian Farm line offers only 11 cereal varieties, and Quaker Oats offers only five. We plan to take this unique feature of the Kashi cereal products, and position Kashi as not only a healthy option, but a versatile option as well.

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Campaign Strategy Desired Positioning

We know our consumers are aware of Kashi’s nutritional value. Kashi emphasizes such information directly on the box of its products. We want to position Kashi as the healthy option which never grows old. In positioning Kashi as a versatile option with a plethora of flavors, our consumers will associate the cereal with something other than calories with high fiber. Additionally, our primary research showed that once someone starts eating one brand’s products, they are more inclined to branch out among various flavors within that same brand. In emphasizing the versatility of the flavors within the unified brand of Kashi cereal, our consumers will become loyal to the Kashi brand because the novelty of the various flavors will always keep them refreshed and interested in all that Kashi has to offer. Our primary and secondary targets both have busy schedules. Between taking the kids to school, work, working out, homework, and job searching, Emily and Lisa don’t always have the time to make an effort to eat healthly. We aspire for our consumers to make Kashi their own, which may mean using the product out of the breakfast setting. It is important to note that nearly 30 percent of cereal consumed is outside the breakfast setting, and our primary research shows that our primary targets are more than willing to eat cereal as a late night option. We want to associate Kashi specific flavors with certain activities, such as tennis, running, and yoga. Based on both primary and secondary research, we know our target consumers are active people, who also may associate Kashi’s brand with active lifestyles. In associating different flavors with different activities, we want our consumers to recognize that they can personalize the cereal to their individual healthy living values. We want our primary and secondary targets to value the same healthy living that Kashi has engrained in its roots. Kashi consumers should feel that eating Kashi positively changes their lives in some way, whether it be due to consumption of natural nutrients, or the fact that they found a new way to fit the brand to their personal lives. Whether Emily needs a new way to conquer her hunger between classes, or Lisa needs a hunger quench after pilates, the incorporation of Kashi products should provide a refreshing moment in their day. Emily and Lisa should feel as though they have made Kashi their own and are proud of their personal and individualized commitments to healthy living.

Campaign Goals

Our goal of this campaign is for our consumers to think of Kashi as not only a healthy option, but the healthy option. In being able to personalize Kashi to their own lifestyle choices, this positioning of Kashi should keep people’s perception of Kashi refreshed with endless options of how they can incorporate Kashi into their busy and unique lives.

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Elements of the Campaign Campaign Theme Slogan

Our slogan outlines our call to action for current and potential Kashi customers. We want to emphasize Kashi’s versatility and encourage our targets to buy Kashi products that fit with their impression of themselves, essentially finding a Kashi for themselves. We want customers to personalize Kashi, and make it an integral part of their daily life. People can be identified by their cars, clothes, watch, shoes or even the coffee they drink every morning. We want Kashi to become as ingrained as these seemingly mundane products. We want our target consumers to buy and eat Kashi products without a second thought, making it a daily habit.

Logo

For this campaign we have created a logo to be placed on all forms of media that are associated with the “Find Your Kashi Campaign.” The logo is inspired from the image of a compass a compass, which signifies how important it is for our customers to find their personal forms of Kashi. Additionally, the Kashi name is placed at the center of the logo, illustrating that it is at the center of people’s daily lives, regardless of which activity they engage in. Therefore, through this campaign, we would like people to find their active selves and their particular affinity for a particular type of Kashi breakfast cereal.

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Elements of the Campaign Campaign Theme Tagline

Our campaign tagline emphasizes two things; Kashi products as all natural and convenient and the Kashi product line as versatile. People, especially those who stay in the city, lead hectic lives. Most of the time they have to compromise on healthy eating because of their lifestyle. By emphasizing the plethora of Kashi flavors, we can eliminate the need to compromise health for taste. We want to form a connection between the surplus of activities in Kashi consumers’ lives and the endless options of Kashi flavors, finding a perfect match between these two.

“Add variety to your active life”

Jingle

Using our jingle, we would like to promote the existence of Kashi’s seven whole grains. This further supports the underlying concept of all natural ingedients, which can be found in all Kashi’s products. We are exhorting current and potential Kashi customers to live naturally by eating Kashi. Implicitly, we are trying to get consumers to buy more Kashi products, while also telling consumers that Kashi is the healthiest alternative for the junk food that they consume on a daily basis. This will resonate with people who are frequently eating out, as they will see this as a healthy balance to their otherwise poor eating habits.

“With our seven whole grains on a mission, find your Kashi and enchance your nutrition.”

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Creative Brief The Kashi brand has cemented itself in the North American health food market as a key player in providing health conscious consumers with their daily morning nutrition. • We would like to use firmly established Kashi media channels to ensure that our current ad campaign shows the degree to which Kashi is independent from its parent company, Kellogg. • Kashi has become firmly placed in the cereal industry under the health foods segment. This ties in perfectly with the lifestyle of target Kashi consumers, who are active participants of a fit and healthy lifestyle. This theme is carried throughout Kashi packaging, which shows a farm and warm rays of sunlight, supporting an impression of ‘all natural’ foods. • We want to cater to our consumer’s need of eating healthy on a daily basis. Through our logo, we want consumers to recognize the wide range of Kashi breakfast cereals. Overall, we want the cereal to connect with them on a deeper level, hence our ‘Find Your Kashi’ tagline. • As the brand grows, we would like to strengthen our existing consumer base, by further driving home the benefits of eating Kashi products and incorporating them into an active lifestyle. Eventually, our ultimate goal would be to see Kashi products becoming a staple part of every North American breakfast.

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CREATIVE PLAN

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The Big Idea OVERVIEW The overarching concept that governs our campaign stems from the versatile nature of Kashiâ&#x20AC;&#x2122;s breakfast cereal. Kashi cereals range in different flavors and caters to different activities, working together to promote and sustain a healthy lifestyle. We see this as the universal selling poing of Kashi cereal and want to capatalize on it by making it the center of our campaign. Using this, we hope to attract consumers who lead or will be encouraged to lead healthy lifestyles, primarily by eating healthy and exercising to remain fit. Our primary endeavor is to persuade people to make Kashi a part of their daily lives, so that Kashi breakfast cereal and our customers healthy activities go hand in hand, eventually complementing each other fully. Our creative plan consists of advertisements that cover both print and broadcast media, getting our message of versatility across to our target audience. With a versatile range of breakfast cereals that signify healthy lifestyles, we believe that a well coordinated Kashi campaign will satisfy molding our consumersâ&#x20AC;&#x2122; perspective of the Kashi brand.

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Through our print advertisements, we want to display the versatility of Kashi breakfast cereals by emphasizing the association between different fitness activities and different flavor options. In seeing these associations, the consumer is encouraged to find their Kashi by discovering how Kashi cereal consumption can fit into their daily schedules. The visual appeal of the advertisements not only grabs the targetâ&#x20AC;&#x2122;s attention, but also encourages them to purchase the cereal. In order to produce these perceptions of Kashi cereal, each ad has a color scheme developed from the cereal box used in the particular ad. While the different flavors of Kashi cereal have different colored packaging, many of the elements on the packaging are similar, thus constructing a unified brand image and cohesive campaign.

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Interactive Media #FindYourKashi

The interactive media rationale follows that of the print advertisements. Creative elements such as the font and color schemes remain the same, enabling the consumer to find consistency throughout the entirety of our advertising. Thus, these advertisements further contribute to our overall cohesive brand image for Kashi, with the clear message to â&#x20AC;&#x153;Find Your Kashi.â&#x20AC;?

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Outdoor Media Powering Your Serve Powering Your Serve

FIND YOUR KASHI KASHI

FIND YOUR KASHI

Our outdoor advertisements will be strategically placed on lamp posts in parks and recreational spaces throughout the cities and suburbs, gaining exposure from people who run, jog, or walk as their prefered fitness activity. Furthermore, anyone who sees the advert would be reminded to find their own Kashi, and own ways to sustain a healthy lifestyle through fitness and balanced nutrition.

KASHI

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TV Advertisements

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TV Advertisements

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Radio Advertisements 30 SECOND RADIO SPOT Played during a morning radio commercial break.Mom complaining that she has run out of ideas of what to give her children for breakfast every morning. Mom: “Lucy and Ryan are so sick of eggs every morning before school. It’s more work for me too, but I have no idea what else could be a good substitute.” Mom’s Friend: “Have you tried Kashi cereal? It’s pretty tasty and full of nutrients, perfect to keep the kids full through a long day of school.” Mom: “But will they like it?” Mom’s Friend: “There are so many flavors to choose from, I am sure they will find something they like!” VO: Kashi GoLean Vanilla Graham Clusters cereal. Saves Mom time in the morning, and the kids love it too! Jingle: “With our seven whole grains on a mission, find your Kashi and enhance your nutrition”

RATIONALE The radio ad targets busy mothers who want their children to have a healthy and filling breakfast that tastes good too. Kashi steps in here, giving mothers some respite in the mornings, while ensuring that their children eat a balanced diet when it comes to breakfast. Additionally, with Kashi’s numerous flavors of breakfast cereals, the kids have plenty of variety in their breakfast options.

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MEDIA PLAN

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Media Plan OVERVIEW

We plan to use a mixture of traditional and digital media in order to reach our target demographic. Advertisements on each medium will be designed to connect with hobbies and interests of our target demographic. While all advertisements will feature everyday, active lifestyles, the specific activities and advertisements will differ depending on the type of media and demographic that will most likely see the advertisement. The digital advertisements will focus more on reaching our primary target of young active females. Our traditional media, such as magazines and radios will feature advertisements that will be more relatable to your secondary target market, single mothers. These ads will be more family-oriented.

REACH AND FREQUENCY

REGIONAL EMPHASIS

The different activities highlighted in each advertisement will target different demographics. While we plan to feature some activities, such as yoga, running, or biking to be more female and millennial focused, we anticipate ice-skating and rollerblading advertisements will have more of a family-oriented feel depicting families, dogs and other group activities. During the fall and spring when advertisements are focused on millennials, we will have high frequency goals for digital advertising. However we will decrease these expectations during the summer and winter, when goals are less collegiate-oriented, and focused more on mothers.

Our research showed that individuals in the Northeast are 19 percent more likely than the general population to consume Kashi, and that 35 percent of Kashi consumers are located in the South. Thus, our advertisements will mostly be placed in metropolitan areas throughout the East Coast and the South. These areas include New York, Boston, Washington D.C., Charlotte, and Atlanta. Additionally, the majority of our consumers are educated, thus making young, college students an ideal market for our product, continuing to consume our product as they mature and grow into mothers themselves. We will place advertisements in popular college towns to reach active, educated, millennial women. These will include Ann Arbor, Madison, Austin, Berkeley, and Boulder. We will more heavily target the smaller cities during the fall and spring when semesters commence, and will cease to advertise in these areas during the summer and winter, when many students vacate the area.

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Media Plan TIMING The campaign will run throughout the entire year with a new To highlight that Kashi is a product for more than just breakgroup of activities and cereals featured each season. fast, we will be featuring advertisements throughout the day. We will air ads in the morning, but also in the mid-afternoon The winter and summer months will focus on more family-ori- when young women are returning from class or single moms ented activities, while the fall and spring will feature adver- are getting back from work and are looking for a snack to contisements with activities that sume. This is also an ideal time are targeting millennials. between people coming home Advertisements will be most and preparing to head out to prominently placed during the gym to fit in an exercise bethe beginning of each seafore dinner. We will also air ads son and then be placed less late at night when they may consistently throughout the be hungry for something to future months of the season. snack on before bed. This will include having advertisements This will allow each new adfeatured on late night and vertisement concept to reprimetime television, during ceive attention and be seen televised sports events and by the audience as a fresh, consistently throughout the new idea rather than blending day on the Internet. together with the advertisements from the previous month. Still, the ideas will be carried out throughout the month to We will avoid times of the day when people are not regularly keep the campaign familiar and connected to the Kashi brand eating and through the evening during dinner. This is because name. Kashi is not seen as a full dinner meal, but rather a snack to be consumed on the go.

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MEDIA RATIONALE

Media Plan Traditional

Digital

Since our main target audience is young women, we plan to focus our advertisements on new forms of media, emphasizing less on traditional media, however we will still include some radio and magazine advertisements, as well as television commercials. By centralizing our advertisements on social platforms and the Internet, we can ensure that we reach our millennial audience and enable our messages to directly reach our target audiences. For example, during the summer months we will reach, â&#x20AC;&#x153;females, ages 18-24, who are fans of yoga or runningâ&#x20AC;? on Facebook. This will ensure that our advertisements reach those who will connect with our content, rather than placing an advertisement in a magazine and not knowing exactly who our message will reach.

TELEVISION

We will use our traditional media mainly to reach our secondary target, but will also present our advertisements on channels able to grab the attention of our younger primary target. For magazines, television and radio, we will place advertisements on channels that will reach health-conscious individuals showing an interest in food, including magazines such as Fitness, Health, and The Food Network Magazine. For television, we will also continue to reach people showing an interest in food, who simultaneously seek taste and nutritional value. This includes programs on The Food Network and channels with a younger audience, specifically MTV, Bravo! and E! Network. Our advertisements will be placed not only on food-focused shows such as Chopped and Top Chef, but also during shows popular for young millennials such as Keeping Up with the Kardashians and Fashion Police. The variety in television channels will help us to reach both our primary and secondary target.

MEDIA EXPEDITURES

58.81% INTERNET

24.62%

OUTDOOR

5.83%

MAGAZINE

5.37%

RADIO

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Media Mix When selecting media, the budget split fairly evenly between impact media and conventional media, spending around $6,000,000 on each media. Each impact media decision was made to reach a specific target group. We focused on making our product more prominent on the Internet to reach our younger audience, who actively use smartphones and laptops.

INTERNET AND SOCIAL MEDIA

We will use Facebook advertisements to target our specific demographic who would show interest in such content. We will then focus on Internet keywords, Hulu, and New York Times online advertisements during months when collegiate students would primarily be in college, and more actively using their phone to search the web. We will include Internet keywords such as, “healthy, breakfast, snack, Kashi, cereal, variety.” This is also the time when students will be looking for ways to quicken their routine, try new breakfast foods, or need a quick snack between classes. Additionally, we plan to target mobile advertisements in three of our smaller college cities during the school year to reach our younger demographic. These will include advertisements and sponsorships with mobile apps.

OUTDOOR

We plan to focus on outdoor advertisements during the warmer summer months to reach people engaging in outdoor fitness. The outdoor advertisements will be featured in parks and along trails where people commonly run, bike or generally exercise. They will include advertisements to be posted on lampposts, coming together to create a cohesive message and reminder for those participating in outdoor fitness. These outdoor campaigns will be featured in five of our target areas, primarily the larger metropolitan cities that will be populated during the summer.

TRADITIONAL

Although Kashi exists primarily as a breakfast cereal consumed in the mornings, we want to broadcast our commercials at different times throughout the day to keep people thinking about Kashi from sunrise to sunset. We will mainly focus on hitting our primary target with spot television advertisements, but will also allocate a portion of our budget to national network television channels. We will spend a small portion of the remaining money on morning radio and women’s magazines to reach our secondary target, who use more traditional forms of media. Specific high-impact television programs were selected to reach a segment of our target demographic. • College Bowl Games - These were selected to reach educated millennial students who will be watching bowl games to engage in school spirit. Advertising during these bowl games will also reach educated alumni, who still wish to support their alma maters. • Tennis Grand Slam Events - Tennis viewers have been found to be an affluent, well educated and heavy travelling group. Since they are regularly on the go, they will be interested in finding a quick snack that does not force them to compromise their healthy diets. Our target audience is both educated and receives a relatively high income, fitting the description of the majority of tennis viewers. Viewers also regularly live on the East Coast, in cities including West Palm Beach, New York City, Albany, Atlanta and Richmond. • MTV Music Awards - Our primary target often watches MTV, engaging in pop culture and the newest trends in music and reality television. Thus, the MTV Music Awards, held at the end of August, will be an optimal time to reach this demographic.

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Media Spending NON-IMPACT MEDIA

IMPACT MEDIA MEDIA CATEGORIES

# of Units

Cost per Unit

Total Cost

MEDIA CATEGORIES

Allocation

CPP Total

Total Cost

College Bowl Games

$891,850

Cable Television Primetime

10 %

$19,227

$644,964.4

Tennis-Grand Slam Event

$891,850

MTV Music Awards

$346,656

Network Television Sports

10 %

$38,337

$644,964.4

Outdoor

$140,000

$700,000

Network TV Late Night

$24,776

$322,482.2

Facebook Ad

$15,000

$180,000

10 %

$2,913

$644,964.4

New York Times

$11,000

$66,000

Spot Cable TV Primetime

20 %

Hulu

$440,000

$1,289,928.8

$55,000

$12,324

Internet Keywords

$29,250

$234,000

Spot Television Primetime

30 %

$32,066

$1,934,893.2

Mobile Advertising

$600,000

$1,800,000

Spot Television Late Night

$14,688

$322,482.2

National Womenâ&#x20AC;&#x2122;s Magazines

10 %

$21,240

$644,964.4

National Radio Morning Drive

BUDGET TOTAL

$12,000,000

IMPACT MEDIA

NON-IMPACT MEDIA

$5,550,356

$6,449,644 (54%) DEN LI MEDIA

(46%)

Media Flow Charts IMPACT MEDIA MEDIA CATEGORIES College Bowl Game Tennis - Grand Slam Event MTV Music Awards Facebook Ads New York Times

JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC 1 1 1

Hulu Internet Keywords Mobile Advertising

1 1

Total 1 1 1 12

1 1

6 8

1 1

8 8

NON-IMPACT MEDIA MEDIA CATEGORIES Cable Television Primetime Network Television Sports Network Television Late Night National Radio Morning Drive Spot Cable Television Primetime Spot Television Primetime Spot Television Late Night National Womenâ&#x20AC;&#x2122;s Magazines

JAN FEB MAR APR MAY 3 3 2 1 1 1 1 1 2 2 1 1 1 1 1

JUN 2 1 1

JUL AUG SEPT OCT NOV DEC 1 2 2 1 2 2 3 1 1 2 1 1 1 1 1 2 1 1

30 15 10 5

15 5 5 0

10 5 0 0

30 15 10 5

15 5 5 0

10 5 0 0

30 15 10 5

15 5 0 0

10 5 5 0

30 15 10 7

15 10 5 0

10 5 0 0

Total 34 17 13 221 105 60 22

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PR & PROMOTIONS

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PR & Promotions Strategy OVERVIEW

The PR and Promotions campaign aims to interact with our primary and secondary target audience beyond the digital realm and in their daily lives. Through special events and social media competitions, our target audiences will “Find Their Kashi,” have a stronger brand loyalty to our products, and view Kashi as a healthy and versatile cereal option.

OBJECTIVES

1 2

Increase brand awareness of Kashi as not only a healthy cereal option but a versatile one. Connect with primary and secondary target audiences in their daily, active lives and demonstrate how Kashi fits into their routines.

RESEARCH

Our public relations strategy is supported by public opinion data from iPoll. In one survey, we found over 50% of people use social media sites, specifically Facebook, to learn more about health and fitness.37 Whether that is looking up information on a specific brand or tips for a new work out, it is clear Kashi should be utilizing and informing their audience on social media. In another survey on iPoll, we found that 51% of Americans are most likely to skip breakfast out of any meal that deal. 38 While there are numerous factors as to why Americans are skipping breakfast, one of the largest factors is that Americans are moving quickly and are short on time in the mornings. Thus, the public relations strategy w highlight the convenience factors in Kashi’s wide range of products.

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What We’re Up Against Kashi’s Current Issues

Kashi has had major public backlash for their health claims in past years. Having consistently branded themselves as an all-natural and organic cereal, the public was shocked when a lawsuit was filed against Kashi, claiming they contained artificially created ingredients.39 Investors and key stakeholders were worried about the outcome of this lawsuit, especially when Kashi’s GoLean Crunch cereals fell about 30% in sales each in 2014. To make up for this lawsuit, Kashi partnered with the Non-GMO project to receive verification on their organic ingredients. Now, 11 of their cereals are Non-GMO certified. The media has extensively covered the lawsuit and investigation into the “Non-GMO” claim. Both on a national and local level, the media has covered everything from speculation to local testing of GMO levels in Kashi’s products. While there has been recent investigations into the “Non-GMO” label,40 in general the public has slowly grown more trusting of Kashi’s organic and healthy branding, once again. However, key stakeholders are still hesitant to trust Kashi’s products again.

Analysis of Media Coverage

Media coverage over the past year has been steady but minimal. Most news coverage revolves around the health components to Kashi’s cereals. For example, stories covered the Non-GMO campaign and the quality of health ingredients in a cereal. There is a clear lack of coverage on campaigns, advertisements, or how to incorporate our products into recipes. Also, most media coverage has been through national newspapers, with minimal broadcast or metropolitan news coverage.

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What We’re Up Against Stakeholders’ Opinion

Kellogg’s investors are care most about the growing health market, how Kashi has been doing in the stock market, and the general public opinion of the company. In its annual report, the Investor Report 2014, Kellogg’s highlights their objective of strengthening core markets globally through branding the health benefits of cereal. They inform their investors that they are making strides in healthiness and sustainability.41 Organic farmers are worried about their quality ingredients and the reputation of their farm. By selling their ingredients to Kashi, they need to trust Kashi to only use other organic ingredients. Otherwise, they risk hurting their reputation by being paired with artificial ingredients. Influential lawmakers care most about the validity of Kashi’s health claims. By using sayings like “all-natural” or “GMOfree”, lawmakers are worried about the truth behind these claims. If they cannot trust Kashi or other health cereals, they can potentially start regulating the industry even more. Public opinion of Kashi is the main challenge for investors and sales. The demand for cereal has declined as health-conscious customers look for more than low-calories foods.42 Low-carb diets continue to grow in popularity, slowing down cereals sales. In conjunction with the growing health community, on the go foods continue to grow in popularity as unemployment falls, thus decreasing demand for cereal products even more.43 Our public relations campaign will hit all of these needs from our stakeholders.

How Will Manage Opinion During this Campaign

We intend to influence and manage opinion around these issues through a comprehensive public relations campaign. This campaign will feature extensive media outreach, both on the national and local level. It will also feature social media outreach, through contests and shareable content. We will manage opinion around this campaign and Kashi as a whole through constant social media monitoring, daily Google alerts about mentions of Kashi or any of their specific cereals, and introducing all aspects of the campaign before there is an opportunity for them to be leaked.

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“Find Your Kashi” College Yoga Series Goal of Event

To reach our primary target audience on a personal level, we are hosting the “Find Your Kashi College Yoga Series” on seven college campuses across the nation.

To reach our primary target consumer on an individual level and show them how to incorporate our varieties of cereal into their active lives.

Kashi will host each event in the center of the college campus, either in their quad or a large, grassy park. This “Yoga in the Park” style of event will be free for all students. The yoga series will promote students “Finding Their Kashi” during their hectic yet active lifestyle Before the event, students will be given samples of Kashi, but in a unique way. They will receive samples of Wholesome berry muffins with Kashi GoLean Crisp! It will get the students energized to start the event, while also aware of how Kashi cereals can be incorporated into their active lifestyles. During the event, a yoga instructor will run the students through an hour long yoga class, featuring Kashi’s own yoga pose, called “My Kashi Pose.” The instructor will lead the class with Kashi’s own playlist playing throughout the park. This playlist will also be on Kashi’s website, so it can be downloaded later.

Free sample given at events

Host Cities Ann Arbor, Madison, Austin, Berkeley, Philadelphia, Tuscaloosa and Boulder.

Budget $1.5 million, with seven $215,000 individual events.

After the event, students will receive how easy and fun it is to incorporate Kashi into their active lives. They will try to “Find their Kashi” by using their coupon for $2 off a box of Kashi cereal. The event will take place in April and May, when college students will be starting to study for their exams. The event will be advertised primarily through social media, with some print advertisements being placed in papers in the event location.

Social Media

Before and after the event, Kashi will encourage students to utilize the #FindYourKashi on all social media platforms. Kashi will ask questions on social media such as “What’s your favorite kind of Kashi cereal?” and “What Kashi cereals do you eat before a workout?” Hopefully, leading to a response like this Instagram.

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Boston Marathon Sponsorship Goal of Event To reach our primary and secondary target consumers and show them how to incorporate our varieties of cereal into their active lives.

Budget $1 million

Event Description Kashi will sponsors the 2016 Boston Marathon, or a marathon of a similar size. Kashi will sponsor all aspects of the event, including donating money to local charities and volunteering time to help run the event. Kashi’s logo will be on all publicity materials for the marathon. Most importantly, Kashi will be handing out before and after race snacks to all the runners. These will feature different Kashi cereals and show the runners different ways to utilize Kashi in their cooking to make something delicious. Also, the runners will receive coupons and merchandise at the end of the race. This publicity event will not only give Kashi national press coverage, it will also connect Kashi with their primary target: young, athletic women. It will show these women that “their Kashi” can be Go Lean or Whole Grain Flakes and will help their athletic performance. This publicity event will connect Kashi directly to their primary target and will aid the overarching creative campaign, “Find Your Kashi.”

Host City Boston, MA

Free sample given after the race.

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Kashi Challenge on MyFitnessPal Event Description

The last event is a sponsorship with MyFitnessPal, a calorie-counting, health app. Kashi will be hosting a month-long challenge, called “Find My Kashi.” The challenge will ask MyFitnessPal users to log 20 meals that month, including a Kashi product, and 2 fitness exercises a week. The challenge will run during the month of June, 2016. By partnering with MyFitnessPal, Kashi will reach both primary and secondary target audiences.

Example of Kashi’s Challenge Description

“Summer is the time to eat healthy and exercise often! Kashi’s “Find Your Kashi” Challenge will get you in rhythm with meal-logging so when your summer vacation starts, you’re ready to enjoy! Log 20 meals and 2 exercise routines a week by June 30, 2016. It’s that simple. Do that - and you’ve earned a healthy summer body. If that’s not enough, 5 lucky loggers will receive $200 Kashi gift cards.”

Challenge on MyFitnessPal - Kashi’s Challenge will appear similarly

Budget $250,000

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Social Media Strategy Alongside our staged publicity events and partnerships, we will hold numerous social media contests, post a variety of shareable content on our social media sites, and participate in blogger outreach.

Social Media Outreach Our social media contests will incorporate our Facebook and Twitter channels. These contests will challenge our primary and secondary targets to engage and share in “Finding their Kashi.” This could be using their favorite Heart-to-Heart cereal in a cookie recipe, or re-creating our Muesli recipe. These social media contests will require every entrant to follow our social media accounts, post a picture, tag us in it, and use all appropriate hashtags. They could win a year’s supply of “their Kashi.” We will pick seven of the best entrants as winners. In the end, these contests will bring a broader awareness to Kashi. Our target audiences will share these competitions to their friends thus gaining a wider social presence.

Find Your Kashi: What Kashi Cereal Are You?

You Got: Honey Toasted Heart to Heart You are a kind soul who greatly values your relationships with family, friends, and yourself. You enjoy relaxation, whether it’s sitting by the fireplace with a cup of herbal tea or immersing yourself into a heated yoga class. People gravitate to your warm personality, which often makes you the center of attention in any room you enter. Kashi Heart to Heart is perfect treat for when you need to satisfy your health quench.

Shareable Content Along with our social media contests, we will create shareable content like “Find Your Kashi” personality quizzes, as shown in the image above. For example, the personality quiz would match those who do yoga with our Heart to Heart cereal because they are a strong, loving person. Someone who loves to spend time hiking with their family in the fall would be matched with our Autumn Wheat Whole Wheat Biscuits. The quick recipe videos would show quick ways to incorporate our cereals into snacks, desserts, and breakfast options. All of this shareable content will be posted on our social media platforms, like Facebook and Twitter, as well as our website.

Blogger Outreach While our social media presence is essential to our public relations strategy, we also need to create positive buzz from reliable sources, such as bloggers. We will do blogger outreach to popular healthy food bloggers. We will contact bloggers that have a following of young, active women or single, divorced moms. We will challenge these bloggers to “Find their Kashi” and incorporate their favorite cereals into a new and exciting recipe. Blogger outreach connects our target audience with our products in a way that is more credible. Our target audience is more likely to trust a blogger who seems like a friend compared to an advertisement on a TV. Blogger outreach will not only bring a broader awareness to our campaign and brand, it will give us more credibility as a healthy cereal and co nvenient option.

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These key promotional efforts support our core message and brand position through effectively targeting our primary and secondary audiences on a national and local level. Our events, especially the College Yoga Series, will generate “buzz” around the nation. Some of our “Find Your Kashi” personality quizzes will potentially “go viral” thanks to the cleverness and popularity of these style of quizzes.

Media Relations Strategy We will encourage media to cover our events by pitching our campaign and specific events to them in a way that shows why it is important to their audiences explicitly. We will be reaching out to both national media outlets, national magazines, and larger metropolitan media outlets, especially those in cities where events are scheduled. Each part of our public relations campaign will be targeted towards a different type of media, depending on the demographics of the event and the audience of the story.

Rationale

Media Contacts

National Media Outlets

National Magazines

Metropolitan News Outlets

In the past, these sources have covered the release of our new products, our campaigns, and other positive stories about us. We will be reaching out to both newspapers and broadcast stations with the variety of stories available with our campaign. These national media outlets reach the larger audience and will bring positive press to our brand and campaign.

These publications will reach our desired healthy, active audience.These magazines can cover stories about the impact of our college yoga series on campus life. In the past, these magazines have ran stories on healthy breakfast options. Therefore, they would be interested in running our stories in the future. These publications will also reach our desired healthy, active audience by sharing new recipes.

We will also be reaching out to metropolitan news outlets in cities where our promotional events will be held. We will be reaching out to prominent papers in the cities of the College Yoga Series, such as Ann Arbor and Madison. These papers cover events and partnerships in their cities and are highly likely to do the same for Kashi. These news outlets will also connect with the primary and secondary targets on a local level.

New York Times Melissa Clark - Reporter National newspaper, Melissa Clark creates healthy recipes for NYT, having her be a good choice to cover Kashi.

Food Network Magazine WKOW 27 (ABC - Madison, WI) Hillary Morse - Executive Act. Director Pete Zervakis - Multimedia Reporter Food Network Magazine is a popular Pete Zervaki is a health and wellness colnational magazine among Kashi conumnist for WKOW 27. WKOW 27 is the sumers. Aricles about food and health. local

Today Show Jenna Wolfe - Lifestyle & Fitness Reaches a wide, health-conscious audience

Health Magazine Kevin White - Publisher Kashi is regularly featured in Health Magazine, a national magazine for health conscious

San Francisco Gate Sylvie Tremblay - Nutrition Reporter Reaches the Berkley, CA audience. Sylvie can cover the health/nutrition side to the College Yoga Series event on campus.

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Press Release Contacts: Emily Poklar poklar@denali.com

Media Hotline 2699613799 media.hotline@kellogg.com

KASHI® LAUNCHES ‘FIND YOUR KASHI®’ COLLEGE YOGA SERIES

SOLANA BEACH, Calif., Dec. 12, 2015 Kashi® is launching a College Yoga Series, titled, ‘Find Your Kashi’. The program is aimed at college students, allowing them to alleviate stress through yoga, especially in their hectic lifestyles. Seven different campuses across the United States will offer the program, among them the biggest and most recognisable names in American higher education. University of Michigan Ann Arbor, the University of Austin Texas, the University of California, Berkeley and the University of Wisconsin Madison have all been named as part of the seven. Find Your Kashi will be strategically run at times during the Spring 2016 semester that students would experience anxiety and stress, such as before midterms and finals week. The events will be held at large open spaces, preferably close to the centre of the college campus, to maximize accessibility for students. Additionally, the program will be offered to students for free. At ‘Find Your Kashi’, students can expect to receive samples of Kashi® products and coupons, allowing them to discover which Kashi product they like the most. Furthermore, Kashi® yoga instructors will create a new and unique yoga pose which program participants can also try at home, while listening to the new Find Your Kashi yoga song playlist, which will also be available on the Kashi® website. Kevin Adams, the Marketing Manager of Kashi, said he was looking forward to the program’s release. “We usually underestimate how stressful a college student’s life is these day, with courses, extra curricular activities and trying to maintain a healthy social life,” Doe said. “Since yoga is one of the most popular forms of staying fit, we decided to combine it with Kashi®, giving students a unique opportunity to exercise and relieve stress, while also sampling our products, encouraging them to heavily incorporate healthy eating into their busy lives. I am anticipating a great response from our seven college campuses.” Sarah Bernanke, a student at the University of California, Berkeley was similarly excited for the program’s release. “I am a big fan of yoga so I won’t miss an opportunity like this,” Bernanke said. “The fact that we get to try new Kashi products is like icing on the cake, since it forms an important part of my daily nutrition!” The program is expected to launch on February 4th, 2015 and will continue for the duration of the Spring 2016 semester. Join the Kashi community online at www.kashi.com and on Facebook at facebook.com/kashi, and visit us on YouTube at youtube.com/user/kashi. # # #

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