Kashi - GOLEAN Protein Campaign

Story

Kashi, the premier natural food company acquired by Kellogg’s, tasked Havas Formula with promoting its GOLEAN cereals, highlighting the fact that they offer as much protein as an egg.

 

Our challenge was to help change consumer perception—that protein could be plant-based, healthy, and found in cereal—while preserving the natural brand’s identity through ongoing influencer outreach and media coverage.

Tactics

  • Host “Kashi’s Better Breakfast Diner Takeover” event, allowing top-tier media and influencers to meet with Kashi brand managers and experience diner-inspired, protein-filled dishes incorporating GOLEAN cereals (e.g., GOLEAN Scramble)
  • Partner with online health and wellness portal Spark People and healthy lifestyle blog dailySpark to execute consumer survey and leverage newsworthy insights and statistics for media outreach
  • Distribute creative mailer containing key messages and GOLEAN samples to nutritionists and fitness experts
  • Conduct aggressive sampling and continuous outreach to media and influencers

Results

  • Executed a targeted media relations campaign with minimal budget and secured press coverage across nearly 50 top-tier outlets, including the Today show and The Early Show, fitness and women’s/lifestyle publications, and websites/ blogs, garnering 80 million impressions highlighting protein content
  • Effectively communicated the key message, connecting these cereals with protein in the eyes of consumers and establishing  Kashi GOLEAN as a protein-rich breakfast food
  • Through the unique diner event and one-on-one interaction with brand managers, Kashi was able to reinforce its natural identity and further preserve the integrity of the brand as distinct from its parent company, Kellogg’s

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