Keep It Real- Kashi Campaign- 2016

keep it real Campaign Book 2016

TABLE OF CONTENTS SITUATION ANALYSIS..........................04 CAMPAIGN STRATEGY.........................16 MEDIA PLAN........................................22 CREATIVE PLAN....................................32 PR AND PROMOTIONS PLAN.............42 APPENDIX............................................58

TEAM MEMBERS Account Director Robbie Heimbruch

Research Director Ben Leadholm Media Planner Melissa Quirk

Creative Director Deirdre O’Donoghue PR & Promotions Director Anabel Keany

Based in Madison, Wisconsin, Society608 is an independent strategic communications firm specializing in the creation of integrated campaigns. We are organized as a matrix firm that can handle any aspect of your desired campaign. Priding ourselves on developing brands through creative, inspired approaches, our goal is to make a positive impact felt throughout society. Our team works as a collective unit to deliver a coherent, effective campaign that will give our clients successful results.

PR & Promotions Director Pamela Miller

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SITUATION ANALYSIS

COMPANY HISTORY

Kashi was formed in 1984 in La Jolla, California, with the goal of showing what “real food can do.” Kashi currently produces cookies, crackers, pizzas, snack bars, cereals, pilafs, sandwiches, waffles and other meals. According to its LinkedIn page, “Kashi dreams of a world where everyone embraces natural health. As a natural lifestyle pioneer, Kashi is passionate about and committed to improving the health of people and our planet. By providing great tasting, healthy and innovative foods, Kashi enables people to achieve optimal health and wellness, while also leading them on a path toward embracing a natural lifestyle…Kashi's products are natural, minimally processed and free of highly refined sugars, artificial additives and preservatives.”

Kashi has served as a subsidiary of Kellogg Company since June 29, 2000. Kellogg’s has taken advantage of its Kashi ownership by heavily advertising its new healthy foods. As a leader in producing healthy cereal, Kashi continues to improve and push the cereal market, most recently making all of its products Non-GMO Project Verified.

INDUSTRY TRENDS

The cereal industry is a $10.6 billion industry, bringing in an expected profit of $574.3 million in 2016 (IBIS World). However, the annual growth in the industry has decreased by 2.1% between 2011-16. The silver lining is that the growth rate is expected to increase, albeit still at a negative growth rate, to -0.6% between 2016-21.

The cereal industry looks to move towards more portable on-the-go options. Millennials, in particular, are more likely to snack throughout the day, rather than eat three traditional meals. Eighty-seven percent of cereal consumers believe that it can be consumed at any time of the day, not just for breakfast. Seventy-five percent also say that cereal is a good snack.

RESEARCH....................................BEN LEADHOLM

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Consumers also want healthier options and are more aware of what they are eating.

They want to easily see nutrition facts on the box and even actually see the product itself. Consumers want less sugar, more protein, fiber and natural ingredients. According to Mintel data, fifty-five percent of cereal consumers wished the product kept them fuller longer, they want something that fills them up. Finally, cereal consumers like to add additional ingredients to personalize their cereal, such as berries, fruit or granola.

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COMPETITIVE ANALYSIS Under the umbrella of Kellogg Company, one of the leaders in the cereal market (23.3% of the market share), Kashi fits in a niche group of consumers that seek a healthy and active lifestyle. Kashi cereal has a limited number of competitors as far as cereal (Cheerios, Special K, Raisin Bran, etc.), but their greatest competitors are non-cereal foods, such as yogurt, frozen breakfast foods, breakfast sandwiches and granola bars. Another competitor is fast food restaurants that now serve breakfast (McDonald’s, Burger King, Subway, Dunkin’ Donuts), as well as bakeries and coffee shops (Starbucks, Caribou, etc.).

BRAND ANALYSIS BRAND POSITIONING The Kashi GOLEAN diet products are made with natural, organic ingredients that are minimally processed and are designed to be high in protein and fiber. More importantly, the products are free of artificial flavors or preservatives, hydrogenated oils and high-fructose corn syrup.

Kashi GOLEAN Crunch and Kashi GOLEAN Crisp contain nine grams of protein and eight grams of fiber per serving. This provides twice the fiber and protein of most other cereals, as well as 31% of your daily fiber and 13% of your daily protein. This brand wants to position itself as a healthy, tasty and convenient alternative for breakfast foods. This includes both other cereal brands and non-cereal products such as yogurt or granola bars.

CONSUMER ANALYSIS According to Simmons OneView data, most Kashi consumers fall within the ages of: 18-24 (17.2%) and 35-49 (26.5%), are female (55.5%) and white (81.5%). They are also environmentally friendly, health-conscious and liberal-minded (23.8%) (although there is a subsection of ultra-conservative Kashi consumers [16.8%]). Kashi consumers tend to live in the Northeast (26.6%), the South (30.5%) and the West (24.4%). Consumers pay attention to what they eat and try to eat healthy foods (51%). Over half (52.7%) of Kashi consumers have a household income of $75,000 or more. As the economy continues to improve, an expected 1.9% increase in disposable income (2016-21) will allow consumers to purchase more high-end products or eat out, rather than eat at home (IBIS World).

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PERCEPTION ANALYSIS Despite Kashi’s reputation as a “pioneer” in the realm of healthy/organic foods, in the years since they have merged with Kellogg’s, the perception has changed. This negative change in perception is due to the presence of GMOs and potential carcinogens in Kashi cereals, along with Kellogg’s defensive stance on the topic of GMOs. Kashi has since begun working with the Non-GMO Project, and now Kashi GOLEAN Crunch and Crisp are Non-GMO Project Verified. According to a Mintel marketing research report, one-third (33%) of respondents trust the term “natural” on labeling.

Another potential hurdle to overcome is the 11 grams of sugar per serving in Kashi GOLEAN Crisp and the 13 grams of sugar per serving in GOLEAN Crunch. This is a relatively high sugar content compared to other brands. For example, Special K cereal has four grams of sugar per serving. By emphasizing the health benefits and Non-GMO status of our cereals Kashi can improve the perception of the Kashi GOLEAN cereal line.

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MEDIA USAGE ANALYSIS

VIDEO AND NON-VIDEO ADS

For all Kashi GOLEAN consumers, the indexes of those who noticed non-video advertisements on airport displays, subway trains or platforms and buses were the highest. The index also indicated that 69% of this group notice video advertising inside taxis. Kashi GOLEAN consumers notice advertisements in metropolitan and city settings, indicating that many current consumers may live in urban areas.

For Kashi GOLEAN’s target audience of 18-24 year olds, the indexes of those who noticed non-video advertising on subway trains or platforms, sports stadiums or arenas, banner displays by airplanes or blimps and taxis were the highest. The indexes for those who noticed video advertising were the highest for public transport (bus, trains, subway), waiting for public transportation, sports stadiums (an index of 164), the health club/gym and inside taxis. Similar to Kashi GOLEAN consumers, the 18-24-year-old target range notices advertisements in urban settings.

However, they also notice more advertisements in sporting arenas and health clubs, indicating an interest in athletics and fitness.

For Kashi GOLEAN’s target audience of adults 35 years and older who eat Kashi, the indexes of those who noticed non-video advertising were highest on buses (with an index of 187), elevators, and airport displays. The indexes for those within this group that noticed video advertising were highest in airports, the health club/gym, elevators, and large retail department stores. This target group of consumers also noticed advertisements in urban areas and in athletic and fitness settings. However, this group has a large index for noticing airport and bus displays, indicating that they may travel often.

PRINT

Kashi GOLEAN’s target audience of 18-24-year-olds had the highest indexes for reading music (145) and women’s fashion, beauty and grooming (141) magazines. The highest index for this group’s newspaper reading was the New York Times at 143.

Kashi GOLEAN’s target audience of adults 35 years and older who eat Kashi had the highest indexes for reading automotive, epicurean, airline/in-flight and newsweeklies magazine types. This ties back into the idea that this target group travels a lot, indicated by the airline magazine readership. This target had the highest index for the newspaper USA Today with 151. The older Kashi GOLEAN target market reads a wider range of magazines than the younger generation with an especial interest in automotive magazines (156).

TELEVISION

Kashi GOLEAN consumers had the highest indexes of watching TV from 6-7am, 12-6am and 4-5pm. Kashi consumers often watch TV early in the morning, perhaps before work or classes. The largest percent watch TV between 6 and 7 am (135).

Kashi GOLEAN’s target audience of 18-24 year olds have the highest indexes of watching the TV networks Cartoon Network, Comedy Central, Disney XD, Disney Channel, MTV, Nickelodeon and ABC Family. The 18-24-year-old Kashi GOLEAN target market watches a high percentage of channels that carry shows with cartoons, comedy or reality TV. Kashi GOLEAN’s target audience of adults 35 years and older who eat Kashi have the highest indexes of watching the TV networks FX, NBC, ESPN, Cooking Channel, Lifetime Movie Network, Situation Comedy, Bravo, and Fox. The older target market for Kashi GOLEAN watches more news, drama and movie channels than the 18-24-year-olds. In addition to this, an index of 131 watch all half-hour programs. The highest watch time for this target was from 7-11pm.

RADIO

The Simmons index indicates that the highest percent of Kashi GOLEAN consumers listen to radio from 6am11am and 3pm-5pm. Kashi GOLEAN consumers seem to listen in the morning and late afternoon, perhaps on the way to and from work or school.

For the Kashi GOLEAN target audience of 18-24-year-olds, the highest index percentages for radio listen times were from 7pm-midnight.

For the Kashi GOLEAN target audience of adults 35 years and older who eat Kashi, the highest index percentages for radio listen times were also from 7pm-midnight. Radio listen times were higher later in the day and the highest at night for both Kashi GOLEAN target markets.

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RADIO

CREATIVE ANALYSIS

The Simmons index indicates that the highest percent of Kashi GOLEAN consumers listen to radio from 6am11am and 3pm-5pm. Kashi GOLEAN consumers seem to listen in the morning and late afternoon, perhaps Overall, Kashi visually creates a small company feeling to distance itself from its owner, Kellogg’s. To do so, on the way to and from work or school. For the Kashi GOLEAN target audience of 18-24-year-olds, the highest Kashi uses handwritten fonts, softer earthy colors and ingredient-focused language. This year has been full index percentages for radio listen times were from 7pm-midnight. of innovation from Kashi both strategically and creatively. In June 2016, Kashi announced that all of their products would be Non-GMO Project verified. Then in July, Kashi refreshed their look through a redesign of For the Kashi GOLEAN target audience of adults 35 years and older who eat Kashi, the highest index percentits packaging and logo. These new designs focus on simple design aspects. The logo’s font has remained the ages for radio listen times were also from 7pm-midnight. Radio listen times were higher later in the day and same, but the colors are now fresher and more vibrant with a green font and a lighter green accent. The logo the highest at night for both Kashi GOLEAN target markets. no longer has the green square surrounding the text, but instead takes advantage of the clean look of white space. According to Kellogg’s, “the new design features food front and center against a clean white canvas and accented with a design that is unmistakably contemporary – with clean lines, vivid colors and straightforward typography.”

Kashi GOLEAN consumers post/share and network on social most from 6pm-10pm (night time after dinner and work).

SOCIAL MEDIA

Kashi GOLEAN’s target audience of 18-24 year olds:

- Index of 129 use social media

- 215/100 use social media 3 or more times a day. Out of those who use social media 3 or more times a day, 18-24 year olds make up 44% of users.

- Index of 138 use social media 4-6 times a week

Kashi’s packaging also features personal stories about the employees, farmers and friends of the brand who are involved with what the brand has become today. Kashi’s language across all forms focus on their tagline, “Seven whole grains on a mission.” They talk about the ingredients and the wholeness of their products, Kashi GOLEAN target audience of adults 35 years and older who eat Kashi: Index of 111 use social media highlighting the 11 grams of protein. This tagline carries through the storytelling theme because of the word mission. It shows that Kashi cares about people and by telling individual stories about people who are The younger target market of Kashi GOLEAN consumers is more active on social media. In order to target this involved with Kashi they show that their connections really do matter. market, Kashi needs to be more present and engaging on social media.

The images used throughout their creative works are captivating with effective visuals of their products, but often times there is too much text for the audience. #GOTOGETHER is the most recent campaign by Kashi which highlights the ingredients that #GOTOGETHER and the people that #GOTOGETHER with their products.

Kashi GOLEAN consumers visited these websites in last 7 days: Their 30-second spot features an artist who created a soundtrack using Kashi ingredients. Off of this spot, Twitter (with an index 197), LinkedIn and Pandora supplemental material helped support the #GOTOGETHER mission, especially with “Plant-Powered Music.” #GOTOGETHER campaign shows the people who eat the cereal and how they live life, contrasting from previKashi GOLEAN’s target audience of 18-24-year-olds visited these websites in the last 7 days: ous campaigns that mostly tell consumers the health benefits and ingredients.

Tumblr.com, Twitter.com, Facebook.com, Youtube.com, Netflix.com and Pandora.com

ONLINE

Two other campaigns created by Kashi were the Kashi REAL Project and “As Much Protein as an Egg.” The REAL Project focused on giving back to nonprofit organizations through access to food and education, while “As Much Protein as an Egg,” educated individuals about their products through stunt based advertising with a life-sized egg filled with Kashi Cereal. Kashi is now moving in the direction of showing what their product does rather than telling people about it.

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CATEGORY COMPETITIVE ANALYSIS Nature Valley Protein Bars - - - - - - - -

Owned by General Mills Slogan is “The Energy Bar Nature Intended.”

10 grams of protein Spots feature ingredients as main component Logo is bright, yet welcoming with yellows and greens Uses many pictures of outdoors Design is more hardy and seemingly strong Current campaign is “Be Great Out There”

Cheerios Protein Cereal - - - - - - -

Owned by General Mills Slogan is “Power up with Cheerios Protein” 11 grams of protein (with milk) Focus on family Bright yellow and black Family-fun social media posts, spots and print ads Simple black logo with a Cheerio as the dot on the i

KIND Breakfast Bars - - - - - -

Privately owned by Daniel Lubetzky (kindsnacks.com) Slogan is “ingredients you can see & pronounce” 3 grams of protein Colorful, yet simple design and logo Commercials have fun music with heavy concentration on taste and ingredients Straight forward voice, but with a wink of fun

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PUBLIC OPINION ANALYSIS GENERAL OVERVIEW

The public’s perception of a brand is influential in shaping a brand’s advertising tactics. Recognizing a company’s target audience is essential in branding a company and advertising products to meet the needs of their consumers.

Kashi’s subset of brand loyalists express their love for the product through their Facebook posts that reveal their love for Kashi’s tasty and nutritious cereals. Kashi’s 2012 lawsuit for their GMOfilled products, sparked an outrage amongst its consumers. In the past decade, social media and the internet have allowed for controversies to go viral. Food bloggers have typically criticized Kashi for containing GMOs when they claim to be “natural.” There is a prominent concern for the presence of GMOs in “healthy” cereals and is something that can deter Kashi consumers from continuing to eat Kashi cereal. As a result, Kashi has suffered and various food bloggers have articulated their skepticism and mistrust in Kashi’s nutritional value. This event has gone viral throughout Kashi’s consumers and has created a challenge for Kashi to regain their position in the breakfast cereal market.

Kashi has combated this criticism by publicizing their partnership with the Non-GMO Project Verified. The company has made a substantial effort to revive their “natural” image with their consumers and are now non-GMO verified, have gluten-free and vegan products. They have shown even more personalization and attention to their consumers as well. One food blogger is extremely enthusiastic about partnering with Kashi and raves about its new gluten-free grains in their products. She received a “seed planting book” where the pages contained actual seeds for common whole food ingredients that Kashi uses in all of their plant-powered cereals.

In a survey conducted by our PR and Promotions Directors, 97 respondents ages 18 to 64 were asked questions regarding their lifestyles, stance on GMO’s, and about their cereal consumption.

Respondents were told to list “healthy” cereal brands and of those listed, Kashi was named 37 times while Cheerios, Special K, and Raisin Bran were also among the mix, but mentioned less frequently. Our final question asked what came to mind when thinking of Kashi cereal. It was interesting to see that 59% of people thought of Kashi as a healthy brand, yet, not all of the participants thought of it immediately when they were asked to generate their “healthy cereals” list.

The most common words people used to describe Kashi were “healthy” and “high fiber” in our survey.

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STAKEHOLDER ANALYSIS As a subset of the Kellogg Company, Kashi has several stakeholders to take into account. While our main focus will be Kellogg’s and the consumers, other stakeholders we will focus on include: - Non-GMO Project: This nonprofit organization has a non-GMO verification program that works closely with Kashi in the manufacturing of their products. The Non-GMO Project maintains an important relationship with Kashi and insufficient work from either company can negatively impact the other company. Since 2012, when Kashi was criticized for having products containing GMOs, their partnership with the Non-GMO Project Verified could bolster the public’s perception of the company.

SWOT ANALYSIS Strengths - High in protein - Made with natural ingredients - Environmentally-friendly company

Weaknesses - High sugar - Lack of social media presence - Concern over GMO and organic credibility Threats - Convenient alternatives (yogurt, granola bars, etc.)

- Coffee shops, fast food breakfast, bakeries - Questions about if it’s truly healthy (organic, non-GMO)

Opportunities - Portability - Time element (slow down) - More than a breakfast food

KEY ISSUES AND IMPLICATIONS - Food distributors: Kashi relies significantly on their relationship with large grocery stores and food distributors that sell their products in large stores.

- Health food stores: While Kashi can be found in major food supermarkets, smaller health food stores depend on Kashi for their business and their healthy cereals Possible partners: In the past, Kashi has teamed up with and sent products to food bloggers.

Kashi could partner with millennials who have an online presence to help promote their cereals through different social media outlets. Consumers that share Kashi’s values and love for the ingredients will be a significant part of our strategy.

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1. Key Issue: Consumers questioning if Kashi is truly healthy (organic, non-GMO, protein) Implication: Run large campaign showing that Kashi is indeed what it says it is, while also highlighting Kashi’s high protein value.

2. Key Issue: Consumers are busy and looking for more simplicity in their food items, as well as more filling and customizable breakfast offerings Implication:People lead a busy life and are looking for more time to get things done.

3. Key Issue: Kashi’s lack of an online social presence Implication: Reenergize and refresh all of Kashi’s social accounts, reaching new customers, while retaining and locking down current consumers.

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CAMPAIGN STRATEGY

OBJECTIVE The ultimate objective for this campaign is to build awareness around the Kashi GOLEAN lines of cereal and to build brand loyalty for current Kashi consumers.

As was mentioned in our situation analysis, our high sugar content and claims that Kashi cereals contain genetically modified organisms are weaknesses for the Kashi brand. Our campaign will emphasize our partnership with the Non-GMO Project and the nutritional benefits of Kashi brand cereal as a wholesome and natural breakfast food.

ACCOUNT DIRECTOR.............................ROBBIE HEIMBRUCH

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CONSUMER TARGET Primary target Meet Taylor, our primary target market: Age/Gender: Male/Female, ages 18- 24 Characteristics: Outgoing, image orientated, very outwardly focused, active environmentally aware, lives in urban area but yearns to be nature-centric Location: Northeast, Midwest, metropolitan areas

***data compiled from Simmons OneView

Secondary target Meet Tim, our secondary target market: Age/Gender: 35-64 Characteristics: Travels for work but stays in hotels alone, checks the weather before he travels, fairly active

Interests and hobbies Taylor is a young, hip and college-aged student. They are constantly on social media— even if they sometimes make fun of people who post a bunch on social media. Their social media go-to are Twitter, Instagram, Snapchat and Facebook according to Simmons Data.

Taylor takes pride in their music choice, perhaps they own a record player even if they only use it intermittently. They are very busy, and while they value being active and eating healthy it is often difficult to find time to cook or work out. Taylor is very urban, yet yearns and desires to be nature-centric or “granola.”

Attitudes and behaviors According to Simmons OneView, Tim has a large chance of noticing airport and bus advertisements. Tim always wanted to work the type of job where he knew he’d travel in order to see the world, although many nights he ends up staying alone in his hotel room. Tim eats Kashi to give himself the feeling that he is making a healthful choice

KEY INSIGHTS

The VALS-2 psychographic classification for Taylor and Tim is the “striver.” Taylor and Tim are fun-loving and up to date on all the recent fads. Often striving to emulate people they admire, style is extremely important to them, as is seeking the approval of their peers.

Tim and Taylor aspire to a certain lifestyle. Tim and Taylor eat Kashi because, even if it is just in that one moment as they eat it, they are fulfilling their healthy aspirations.

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STRATEGIES

COMPETITIVE ADVANTAGE

The competitive advantage for the Kashi GOLEAN line of cereals is that our cereal is truly a wholesome, well-rounded, natural and nutritious breakfast alternative. The nine grams of protein per serving in Kashi GOLEAN Crunch and Crisp lines reflects nutritional balance. Additionally, Kashi’s commitment to all natural ingredients, including our partnership with the Non-GMO Project, is another advantage. Another important advantage Kashi is its identity, and emphasizing Kashi’s commitment to producing healthy, natural cereals will further promote this identity.

UNIQUE SELLING PROPOSITION

For consumers that aspire to live wholesomely, Kashi is the answer they are looking for in the mornings. Wholesome, healthy and natural, the Kashi GOLEAN line is a cereal for people who want to take the time to eat a bowl of cereal in order to feel good. The greatest competitors to Kashi GoLean cereal are not other cereal brands, it is breakfast foods like yogurt, frozen breakfast sandwiches and granola bars.

Kashi GOLEAN Crunch and Crisp cereals are a more well-rounded, natural and nutrient-packed alternative to these breakfast food competitors. The high protein and fiber content (31% of daily fiber and 13% of daily protein) present in each serving of Kashi GoLean cereal fulfills both the dietary needs and appetites for Kashi consumers, and relatively high sugar content gives consumers the energy they need to maintain their healthy lifestyles.

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HOW KASHI WILL STAND OUT

Our campaign will emphasize wholesomeness over health, using emotionally appealing advertisements that exhibit how wholesome, realistic, fulfilling and gratifying both Kashi cereal and the Kashi brand is. A unique, distinctive and powerful campaign will allow us to connect feelings of true fulfillment to Kashi cereal, and continue to develop relationships with consumers. The ultimate business objective? More brand loyalty, more word of mouth buzz to sustain new customer growth, and more cereal bought.

A coherent and savvy emotionally-based campaign will allow Kashi to position itself as a pioneer in the realm of healthy and natural food. Positioning Kashi’s brand as a healthy, all-natural breakfast option will differentiate Kashi from other “healthy” cereal brands as well as non-cereal breakfast foods. Increasing awareness of Kashi’s participation in the Non-GMO Project as well as the promoting the nutritional benefits of the all-natural ingredients in Kashi cereal will allow Kashi to gain a larger share of the “healthy breakfast food” market.

BRAND PERSONALITY

Kashi’s current brand personality focuses on the natural, “healthy” ingredient narrative. Their website focuses heavily on the natural elements of Kashi ingredients: the farmers, the plants, the grains, the people who make Kashi. While still retaining the core brand personality, our campaign will show how Kashi cereal can fulfill consumers’ aspirations in a human way. It can be as simple as having a bowl of cereal, but Kashi cereal is a way for consumers to prove to themselves that they can feel good and be healthy.

By utilizing these human stories and focusing on the emotional appeal of the campaign, Kashi can further build the connection between our cereal and those who eat it. Focusing on creating partnerships with other companies/events that fit our “natural narrative”, as well as energizing Kashi’s social media presence will also help our campaign forge stronger connections from consumer to product.

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CREATIVE BRIEF

Kashi fits into a niche group of consumers who seek a healthy and active lifestyle. Besides other healthy cereal competitors such as Cheerios, Special K and Raisin Bran, the greatest competitor to the Kashi GOLEAN line of cereal is non-cereal breakfast foods such as yogurt and granola bars.

Major threats to the brand include relatively high sugar content as well as claims that Kashi cereals contain genetically modified organisms. Some weaknesses the brand faces include a lack of portability in comparison to other non-cereal breakfast foods along with an inadequate social media presence.

ADDRESSING STRENGTHS AND WEAKNESSES

Eating wholesome food is a focus of our primary and secondary targets. While people don’t always have time to make a healthy meal from scratch, they do make time to have a bowl of cereal to kick start their days. Sugar content is not a worry or a negative because active people need sugar for energy to fuel their day. Additionally, the high amount of protein in the cereal is why our consumer would eat Kashi, they need to be full and have the nutrients they require for their active lives. Revamping all Kashi social media and focusing our campaign on the benefits of Kashi cereal as a wholesome, natural breakfast alternative will allow us to increase awareness of Kashi cereal.

KEY IDEA

The main idea of this campaign is to use Kashi cereal to allow target markets to fulfill their aspirations in a human way. Taylor and Tim care about their image. To them, Kashi is a step closer to their aspirations and makes them feel like they are being the person they want to be. By catering to these emotional appeals, we want our campaign to make our targets relate to Kashi because it relays human truths.

We plan to highlight how unrealistic attempts to be the perfect person are. The person who always looks like a solid “10”, does not work, yet has enough money to go on wild trips and make everyone jealous through Instagram, and who eats only the most wholesome, organic decadent meals. This person is not a real or an attainable goal, so take a minute to do something within reach. Have a bowl of Kashi to bring yourself a step closer to your aspirations—whether sending your old friend a message, or going for a walk after dinner instead of binge-watching TV. Make the little things count and get there by starting your day with Kashi cereal.

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MEDIA PLAN

OBJECTIVE The goal of our media plan is to structure the campaign in order to reach our target markets at the right time with the right mediums. This plan will also synchronize with creative and promotions in order to capture the attention and positive retention of our target markets. We will utilize certain media vehicles throughout the entire campaign to maintain a consistent brand message and image. However, we will enhance media placement during the launch of the campaign along with the points in time we believe will have the best aperture for Kashi GoLean target consumers.

DURATION

MEDIA PLAN.............................MELISSA QUIRK

We will launch a yearlong campaign on April 1st coinciding with the beginning of spring. We will emphasize Kashi GoLean as a wholesome product that promotes an authentic, organic lifestyle.

Our key creative insight revolves around “keeping it real,� focusing on the raw, wholesome nature Kashi GoLean cereal provides. The launch timing attracts those looking to improve their lifestyle and eating habits for the summertime by increasing awareness of Kashi GoLean cereal in spring.

Kashi GoLean is a product that allows consumers to take a moment in their morning to better themselves and start their day right. There is no better time to launch this message of personal renewal than during the spring when the environment around consumers renews as well. However, this seasonal launch time is relevant to those in climate regions with seasonal changes, bringing us to our target market regions: the Northeast and Midwest metropolitan areas.

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TARGET MARKET/RATIONALITY ADVERTISING PULSE PLANS - 18-24 year olds (Taylor) - 35 years and older who eat Kashi (Tim)

Northeast

- Major metropolitan college towns

- New York City

- Boston

- Washington, DC

- Philadelphia

Midwest

- Chicago

- Indianapolis

- Detroit

- Minneapolis

- Milwaukee

- Major college towns: Madison, Ann Arbor, East Lansing, St. Louis, Columbus

TAYLOR

TIM

Our two target markets include 18-24 year olds and those 35 years and older who eat Kashi. Both target markets live in metropolitan areas. For this campaign we will heavily target the Northeast, focusing mostly on metropolitan areas in addition to solely metropolitan areas and college towns in the Midwest. According to Simmons data, out of those who eat Kashi GoLean, 47% live in the Northeast and 12% in the Midwest.

Simmons data depicted that 16.5% of the 18-24 year old market live in the Northeast and 27.3% in the Midwest. Out of the 35 years and older market, 39.5% live in the Northeast and 15.4% live in the Midwest. Therefore, we will target both regions with a heavier emphasis on the Northeast. Through research, we found that the media Kashi GoLean consumers and our targets notice most often is centralized in metropolitan areas. Additionally, our target of 18-24 year olds are likely to be in college, so we will target major metropolitan college campuses in the Midwest as well.

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This campaign will focus on the concept of “Keeping it real” continuously throughout all 12 months.

Society608 will advertise with strong impact, non-impact and interactive media with the campaign launch as our first media pulse period in April and May. The month of May will have continuing impact and interactive media as non-impact subsides. These advertisements will include fresh content coinciding with the launch and season. Our next pulse in media placement will occur in August and September (pulse two) with the MTV Music awards, priming our target market before the start of the new academic year. These advertisements will serve as a reminder to the main target of 18-24 year olds whom the impact media will reach to start their academic year with Kashi GoLean as their breakfast of choice. This will be accomplished through strong interactive media, high emphasis on impact media with the MTV Music awards and increased non-impact media.

Our final media pulse within the campaign will occur in December and January (pulse 3), coinciding with New Year’s Resolutions. Society608 does not plan to advertise Kashi GoLean as a diet product, but as a wholesome lifestyle choice. Society608 plans to emphasize that keeping it real and eating Kashi GoLean cereal is the way to accomplish these lifestyle improvements. This will be accomplished through increased interactive media, impact media and non-impact media mostly during December to encourage consumer awareness of Kashi GoLean before New Years resolutions. We will decrease slightly in January but continue with high interactive, impact and nonimpact media to remind consumers that Kashi GoLean is the key to their transition to a wholesome lifestyle. During the fleeting months of the campaign, certain non-impact media and impact media will remain consistent to build brand identity for Kashi GoLean. This will include SEM keywords and New York Times banner ads for impact media and radio, television and magazine advertisements for non-impact media. This campaign will stress metropolitan outdoor media and Internet media. This is why Society608 allocated the highest percentage of the budget to impact media with 27%. However, a large percentage of the budget was also allocated to non-impact, traditional media. The next largest percentage of the budget was allocated to both spot television primetime and spot television nighttime, each receiving 18%. Women’s magazines will receive 15%. Finally, national morning radio and national nighttime radio will be allocated 11% each.

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IMPACT MEDIA

Society608 chose impact media that align with our campaign strategy in order to effectively reach and successfully engage our target audience. The impact media Society608 plans to use includes the advertisements within the MTV Music Awards, outdoor media, Hulu preroll, Facebook and New York Times website ads and SEM keywords.

OUTDOOR/AMBIENT ADVERTISING

Society608 plans to focus a great deal on outdoor advertising because it is highly relevant to our target. We plan to launch outdoor ads for 4 months in 8 spot markets, emphasizing the high pulse periods of the campaign. Outdoor advertisements will be displayed in the flux period of April and May with the launch of the campaign and in December and January to coincide with the flux period before and during New Year’s resolutions. In order to cater to our target’s lifestyle and interest, we will be utilizing ambient outdoor media that tailors to metropolitan areas.

Airport Displays: The 35 years and older target market includes avid travelers. For airport displays, non-video advertising noticed had a 67% index and video advertising had a 42% index. Additionally, Kashi GoLean consumers recalled the airport displays as the highest amount of non-video advertising with a 41% index.

MTV MUSIC AWARDS Society608 will include two ads during the MTV Music Awards, which occurs August 28 at the perfect point during one of the media pulse periods. Simmons research data showed that MTV was one of the most highly watched channels for our 18-24 year old target market. Additionally, this target market’s web browsing activity and magazine preferences showed a high interest in music.

Subway Trains and/or Platforms: The 18-24 year old target as well as Kashi GoLean consumers noticed a great deal of advertisements on Subway trains or platforms. However, these advertisements were all non-video with 27% non-video Subway ads noticed by Kashi GoLean consumers and a 29% noticed index for 18-24 year olds.

Buses: Both target markets as well as Kashi GoLean consumers noticed high percentages of bus advertisements. This not only includes advertisements on buses, but those incorporated into bus stops and benches as well. The 35 years and older target noticed these ads to a particularly high index percentage of 87%. All ads noticed were non-video.

Taxis: All the target markets noticed advertisements either on the outside or within taxis. Video advertising inside taxis had a particularly high percentage of awareness with a 69% index for Kashi GoLean consumers and a 23% index for 18-24 year olds.

Elevators: Elevators offer a great creative outdoor media opportunity that will capture the attention of the 35-year and older target. Simmons data showed a 74% index for this target noticing non-video advertising.

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HULU PREROLL

Society608 plans to utilize 3 ad blocks for 5 months on Hulu. The 5 months will be during high pulse periods in the campaign. Hulu pre-roll ads will be aired to launch the campaign in April and May, during the pulse period of August and September to encourage Kashi GoLean purchase for the new academic year and in December to precede New Year’s resolutions. Hulu Preroll offers a great opportunity to gain the captive attention of Kashi GoLean’s target market. Hulu does not offer a skip option on its preroll ads, creating longer engagement and more impact for our advertisements. Simmons data also showed a 78% index for visiting Hulu for the 18-24-yearold target.

INTERNET ADVERTISING Facebook: Facebook is a platform visited by both our target markets as well as current Kashi GoLean consumers. Facebook also allows for click-ability and creative flexibility. Society608 plans to place two rich media ads within Facebook for six months.

This provides consistency to the campaign while simultaneously allowing for pulsing.

The advertisements will be focused in high flux periods including the launch of the campaign, the beginning of a new academic year and the preceding and emphasis of New Year’s resolutions. These advertisements will be video ads and will include interactive qualities.

SEM 5 KEYWORDS

The final form of impact media Society608 plans to use is search engine marketing keywords. Society608 plans to place 5 keywords for Kashi GoLean on Google for the entire campaign, 12 months. This serves as consistency throughout the campaign and creates brand awareness for Kashi GoLean as the wholesome, real brand it is.

These keywords will include “wholesome breakfast options,” “healthy cereal,” ”Kashi,” “protein foods” and “healthy cereal.”

The New York Times: Society608 plans to place two standard unit advertisements for 12 months on The New York Times’s website, lasting the entirety of the campaign.

These banner advertisements will be creative and eye-catching. This will create consistency for our campaign and build the Kashi GoLean brand. The New York Times is the most relevant news site for our target markets and current Kashi consumers. Our targets value news and the regular visitation tendencies The New York Times’ website has with consumers will provide high visibility for Kashi GoLean’s ads.

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NON-IMPACT MEDIA While a higher percentage of impact media will be used in this campaign, Society608 plans to utilize traditional non-impact media as well. The non-impact media chosen for this campaign is carefully tailored to Kashi GoLean’s target consumers for effective aperture. The non-impact media outlets Society608 plans to implement include national radio (morning and night time drive), spot television primetime, spot television nighttime and women’s magazines.

TELEVISION

For TV advertisements, Society608 plans to use spot television since our target market regions are focused on the Northeast and Midwest metropolitan areas.By using spot television, Kashi GoLean will accurately reach its target market cost effectively since we are only targeting the Northeast and Midwest metropolitan areas. For TV, 18% of the budget will be allocated to spot television primetime and 18% to spot television nighttime. Due to the high impact MTV Music Awards advertisements in August, TV placement will be lower in the beginning of the second pulse period in August and increase to September in order to avoid overcrowding of Kashi GoLean advertisements on MTV. TV advertisements will remain consistent throughout the campaign to keep consistency while decreasing in non-pulse periods.

- Spot television Primetime: Primetime television offers an effective aperture to reach Kashi GoLean’s target consumers. In order to target ages 18-34 successfully, we will utilize the most popular channels for the 18-24 year old market such as MTV, Comedy Central, E! and ABC Family.

RADIO

Radio is a great platform to gain captive attention from Kashi GoLean’s target market. For radio, 11% of the budget will be allocated to morning drive radio and 11% to nighttime radio as well.

For this campaign, both forms of radio will be peak on the first month of each pulse period in the campaign and decrease the following month but remain high for the entirety of the pulse period.

Therefore, radio media will be most prevalent during April with the launch, August with the new academic year and December in anticipation for New Year’s resolutions. Radio advertisements will also remain consistent throughout the campaign but decrease significantly in non-pulse periods. Society608 plans to place radio ads mostly on alternative; classic rock and top hits pop radio stations in order to reach our target markets.

- Drive times (morning): Simmons’s index data indicates that the highest percent of Kashi GOLEAN consumers listen to radio from 6am-11am. Kashi GOLEAN consumers seem to listen in the morning, perhaps on the way to work or school.

- Drive times (nighttime): Simmon index data showed that for both Kashi GoLean target audiences, the highest index percentages for radio listen times were from 7pm-Midnight. These indexes were quite high with 50% for 18-24 year olds and 49% for the 35 years and older. This is a prime time for Kashi GoLean to creatively advertise to a captive target audience.

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- Spot television nighttime: Nighttime television was the most popular for Kashi GoLean’s 35 years and older target, with an index of 14% for watching 7-11pm. For nighttime television, Society608 plans to utilize the most popular networks for this target including NBC, ESPN, Lifetime movie network and situation comedy networks.

PRINT

Print advertisements allow for permanence and good aesthetic quality. This will be essential to our campaign that focuses on the wholesome and natural aspects of Kashi GoLean by depicting this within their target market’s world. Similar to the other forms of non-impact media, magazine placement will be highest in the first month of pulse periods and decrease in the second while remaining emphasized throughout the pulse periods. However, the second pulse period deviates slightly from the norm. This flux period will be in July and August and decrease in September instead for magazines only. This is to coordinate the timing for targeting Kashi GoLean 18-24 year old market. This market is the main target for both women’s magazines and the MTV Music Awards in August. Women’s magazine ad placements will be emphasized in July in order to prime and expose this target to Kashi GoLean before the major impact commercials they will likely see on the MTV Music Awards.

- Women’s Magazines: Simmons data showed that the 18-24 year old target had an index of 41% for reading women’s fashion, beauty and grooming magazines.

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CREATIVE PLAN

THE BIG IDEA People will do anything to simplify their lives. They will life hack, they will DIY and they will take shortcuts in order to save time and effort. The do-it-yourself culture has taken over tasks that were meant to become easier and now have overcomplicated the simplest of tasks. Kashi realizes how complicated life is and the busyness that comes with trying to be healthy. Instead of taking an hour in the morning to make and clean up an egg white and spinach omelet, pour a bowl of Kashi to get the same amount of protein as your eggs in one step. Kashi values wholesome, plant-powered ingredients that nourish both people and the planet. Society608 took these insights and created the Keep It Real campaign targeted toward the person who aspires to be wholesome, but does not have the resources to outwardly portray healthy perfection.

CREATIVE DIRECTOR.............................DEIRDRE O’DONOGHUE

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CAMPAIGN ELEMENTS

LOGO

With the introduction of a new logo this past summer, Kashi switched from a green boxed logo to a simpler, clean and crisp logo shown here. Society608 will keep the new logo design throughout the Keep It Real campaign, as we hope to maintain brand recognition with the current Kashi logo.

THEME

The theme of this campaign is focusing on the genuine and authentic attainable ways to live healthily. Kashi is an attainable, healthy way for our consumers to start their days. Getting rid of the clutter that comes with most people’s lives and getting back to simplicity is Society608’s goal with this campaign. Beginning the campaign in Spring time, we hope those who are starting fresh and doing spring cleaning can make room for the simplicity of Kashi in their cleaner lives.

COPY & ART DIRECTION

The copy and art direction throughout this campaign will be minimalist, while we focus on public relation elements to show and not tell our consumers what keeping it real means. Art direction will use light taupe colors and bright, high resolution photos of the ingredients. These minimalist ads will be disruptive due to the negative space and a younger leaning slogan.

SLOGAN

Keep It Real as a slogan refers to both the food and the aspirations of the consumer. Through using a call to action as a slogan, consumers will stop and think about how they are keeping it real in their lives as Kashi keeps their ingredients real. We’re asking consumers to rid themselves of the fakeness that surrounds social media and wholesome living. Keep It Real is short and to the point, it strays away from the typical health brand slogan because it sounds younger and fresher, like our target audience. The font for the slogan throughout the campaign is a bolder handwritten font, as handwriting has a real, genuine feeling opposed to other fonts.

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CONCEPT

Our primary and secondary targets will be able to connect to the all-natural ingredients featured throughout the creative, while also identifying with the way in which Society608 portrays a wholesome life. The creative will focus on attainable portrayals of health, whether showing the real ingredients that go into Kashi’s cereal or showing what a real morning is for our consumers. The locations of our outdoor ads will disrupt the concrete jungle of cities and take potential purchasers and consumers to a more holistic place where they yearn to be but cannot go due to the demands of their lives in the city.

Our consumers who are 18-24 and 35-64 aspire to a healthy lifestyle and seek approval from their peers. One main way individuals recently gain approval is through social media, specifically posting about what they do in order to be healthy in a unique way. Through altering the typical approach to healthy breakfast items, Society608 plans to position itself as the cereal with real ingredients for real people. We are no longer idealizing healthy habits and getting real with how unreal expectations have become.

Society608 plans to highlight the unique selling proposition which is high protein content. Our emotional promise to the audience is that Kashi helps fuel your day through simplicity in ingredients and product so that the consumer can focus on all of their aspirations. The creative is supposed to make the audience feel like it is O.K. to stray from perfection and be real with your goals. Our goal is for the audience to have that moment of relief and calm when they realize that they can have a bowl of cereal and still be healthy. When audiences identify with these advertisements we hope build awareness around the Kashi brand and increase brand loyalty among current consumers.

The creative alters the overall brand through straying away from the current narrative focus on the farmers and shifts to the realistic lives of people who eat Kashi. While we will still focus on the ingredients as Kashi’s brand personality currently does, we will connect with our target market through showing what it’s like to be a step closer to their healthy aspirations. Our creative executions will highlight how unrealistic standards are and want to give consumers a breakfast that is attainably healthy.

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PRINT

In order to disrupt the monotony of advertisements in magazines our interactive ad below is “So Real You Can Touch.” When the consumer touches the heat sensitive black paper, the ingredients show through, highlighting the real food that is eaten by real people.

Featuring in National Women’s Magazine, this quadrant of black and white images features morning disasters. It encourages consumers to keep it real, instead of over complicating their morning through highlighting human truths.

The print advertisement to the right is a minimalist approach to showing all of the real ingredients that go into Kashi cereal. Through simple design this advertisement gives the message that simplicity is one way to keep it real.

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BROADCAST

This spot can be shown comprehensively or separated into 15 or 30 second spots for Hulu preroll, Primetime and nighttime television, and MTV Music Awards.

Tight shot: 0:00 Scene: Open with 20-year-old girl rolling out of bed and throwing on a baseball cap and spraying perfume all over herself. Within seconds she’s out the door. With bag of Kashi cereal in hand. She is disheveled.

VO: Let’s get real about mornings. Are there really women who wake up in all white sheets with their hair perfectly curled eating an acai bowl that conveniently sits bedside?

Script: She stops and looks at the camera saying, “I actually woke up like this…” while rushing out the door.

Wide shot: 0:21 Scene: Cut to the smaller, clean kitchen of a middle aged man. He is at the end of making a super complicated kale smoothie, the shot pans to his sink where all of the things used to make the smoothie are piled up.

VO: Do it yourself, says Pinterest. Thirty steps later, two grocery store runs, a burnt pinky, messy kitchen and a drink that was supposed to make you feel better makes you feel, well...

Script: Takes sip and cringes, gags a little, “MMMM” then looks up to destroyed sink, shakes his head and runs out door.

INTERACTIVE

Facebook

REAL ADVENTURE

In order to tie in the #KashiGoesGiga PR stunt to the themes of this campaign, we will have roll over ads featured on Facebook and much similar to the Giga cameras functions. The consumers we are targeting for the #KashiGoesGiga use the websites on which these ads will appear.

The ad will have a beautiful image of a national park. Once one rolls over, the image zooms incremently. The copy will be “ Image 1: “Real adventure” Zoom 1: “Fueled by real ingredients” Zoom 2: “Enjoyed by real people” Then the Kashi logo will appear on the lower right side of the last zoom. If one clicks on the ad, it will bring them to a #KashiGoesGiga microsite, which allows people to see the selfies taken with the Giga Cameras places throughout national parks.

FUELED BY REAL INGREDIENTS

ENJOYED BY REAL PEOPLE

Medium shot: 0:42 Scene: Pan to girl in workout clothes running into the kitchen, water bottle in hand. She is rushing. She grabs the box of Kashi, fills the bowl with milk and cereal. You begin to hear honking outside. She takes a snapchat, has a few bites, dumps the milk in the sink and throws the bowl into the dish washer. Pan to empty, clean sink same shot as showing the messy sink in previous scene.

AVO: It’s time to get real with how unreal expectations are. Don’t overcomplicate your mornings and keep it real with 11g of protein and seven whole grains in Kashi GOLEAN crunch.

Song that runs throughout: Aftergold, by Big Wild

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AMBIENT/OUTDOOR We plan to turn bus shelters throughout cities into real experiences you would not be able to have in the city, but due to the demands of life it proves difficult to leave the city. We will have Keep It Real branded throughout the bus shelter. Additionally, we will place hammocks instead of the typical bus benches. These bus shelters will be disruptive and seem like they belong in a National Park, when they are placed on major city streets. People can use the hashtag #RealWithKashi and post photos of themselves at the bus shelter.

On the side of the bus shelters there will be an interactive “So Real You Can Touch� ad. There will be black squares covering the ingredients and as you touch them the ingredients show through.

kashi.com

SO REAL yYOU CAN TOUCH

keep it COMFY ______

KEEP IT REAL LOUNGE

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PR AND PROMOTIONS PLAN PUBLIC RELATIONS GOALS Society608 has a comprehensive public relations strategy plan to engage Kashi’s target audience and build a brand image that focuses on living a wholesome life and rewarding oneself for the little victories. With the launch of Kashi’s “Keep it Real” campaign in April 2016, our strategy will re-engage the public’s commitment to Kashi and will build a sustainable platform for public engagement. The Keep it Real campaign emphasizes how Kashi helps fuel your day through raw ingredients and high protein content, giving people the means to connect to the world in a realistic way.

Breakfast kickstarts everyone’s day, and mornings are busy. For a late-night nurse morning begins at 4:00 am, for a college student it’s at 10:00am and for someone with a full-time job it’s 8:00am. The bottom line: everyone’s mornings are busy, and can be very different. At Society608 we aim to unbusy your morning. By starting the day with a bowl of Kashi, people can make the most of their day in a simple way. The feeling of fulfillment from something as easy as pouring a bowl of Kashi will kickstart your morning.

Our plan includes various communication and promotional strategies that will bolster Kashi’s reputation within an already competitive market. In partnering with brands like Silk Soy Milk, The Color Run, FitBit, Giga Camera and The MTV VMAs through the “Keep it Real” campaign, Kashi demonstrates its commitment to inspire consumers to keep it real and appreciate the little moments within the busyness of their mornings.

PR AND PROMOTION DIRECTORS.............................PAM MILLER AND ANABEL KEANY

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PUBLIC RELATIONS EVENTS SILK SOYMILK

PARTNERSHIP

The “Keep it Real” campaign aims to motivate the Kashi consumer to have a fulfilling breakfast that jumpstarts their day and encourages consumers to achieve their personal goals. When looking for brand partnerships, we evaluated Kashi’s brand goals, values, and mission statement and found brands that shared similar ideals and paralleled Kashi’s mission. The “Keep it Real” campaign wants to encourage consumers to enjoy a simple bowl of cereal in their mornings and for this – you need milk. Based on Simmons OneView reports, people ages 18-49 that eat Kashi are 97% more likely than the general population to drink soymilk, and in particular, Silk soymilk. Silk Soymilk’s website highlights their commitment to a plant-based diet which parallels Kashi’s commitment to including real and raw ingredients in their cereals, which they state in their mission, “It means we make our food with a plants-first mindset.” Because of this overlap in brand goals, we will be introducing our year-long partnership with Silk Soymilk. The partnership will introduce Silk Soymilk and Kashi, both of which include plant-based ingredients, as the perfect morning breakfast to start off one’s day.

GOALS FOR THIS PARTNERSHIP

Develop an association and a solid relationship with Silk Soymilk, shape brand image by pairing the two products together, inspire more Silk Soymilk consumers to eat Kashi cereal.

LOGISTICS

When the “Keep it Real” campaign launches April 1st, 2017, supermarkets will begin advertising Silk Soymilk and Kashi cereal together on shelves, placing the products next to each other to create the association for buyers in a supermarket. The “Keep it Real” campaign will release a press release announcing the partnership between the two companies. On April 1st, 2017, when the campaign launches, we will release a Snapchat filter that depicts a bowl of Kashi on the bottom of the screen with Silk Soymilk splashing up on the screen.

KASHI STAGE SERIES

With Simmons data revealing that Taylor and Tim have a strong interest in music and frequently use services like Pandora, Kashi will be buying stages and taking over music festivals throughout the “Keep it Real” campaign. Similar to the Perry’s or Bud Light stage at Lollapalooza, Kashi will be sponsoring and owning stages, creating more brand awareness. At all of the Kashi stages there will be an option on Instagram and Facebook to check in there, further promoting the Kashi name. We anticipate that many people will check in to the “Kashi stage” location especially when uploading their pictures to social media sites.

LOGISTICS

Most of the music festivals that Kashi will be sponsoring a stage at are during the spring and summer months, at the beginning of our campaign. We believe this will be helpful to our campaign and our efforts to increase their social media presence right away as many young people at these events will be using the geotag at the Kashi stage. These festivals bring in people from all over the country, and are in cities that Taylor and Tim would reside. Kashi will be buying stages at the following festivals: - Coachella (Indio, CA): Weekend 1: April 14, 15, 16, Weekend 2: April 21, 22, 23 - Lightning in a Bottle (Bradley, CA): May 25-30 - Governor’s Ball (Randall’s Island Park, New York City, NY): June 2-4 - Bonnaroo (Great Stage Park, TN): June 8- June 11 - Summerfest (Henry Maier Festival Park, Milwaukee, WI): June 29- July 3, July 5- July 10 - Lollapalooza (Grant Park, Chicago, IL): July 28-31 - Outside Lands (Golden Gate Park, San Francisco, CA): August 11- 13

PRESS CONFERENCE

Kashi will hold a press conference publicizing the new partnership with Silk Soymilk for the “Keep it Real” campaign. We intend to establish the partnership with Silk Soymilk because they value a plantbased diet and a nutritious meal free from processed ingredients. Silk Soymilk will be an invaluable partner for Kashi because they are a competitive brand for Soymilk and by collaborating, both companies will benefit from the others’ competitive status in the milk and cereal industry. They will also benefit from an increase in advertisements, sales and consumption. We will invite representatives from Silk and their parent company, Dean Foods, to be in attendance at the press conference when Silk and Kashi join forces and make an unmatchable, plant-based breakfast combination.

Total: $590,000 Total: $1,415,000

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LOGISTICS

THE COLOR RUN

PARTNERSHIP AND EVENT Kashi will be partnering with The Color Run, a worldwide 5k race that promotes happiness and healthiness by bringing communities together to run “the Happiest 5k on the Planet.” The race has taken off since its debut, has exceeded the company’s expectations and now hosts over 200 cities and 40 countries each year. During The Color Run, participants are drenched with different colors of paint as they run an untimed 3 miles. At the finish line, the participants dance in The Color Run’s Finish Festival filled with music, which create millions of brilliant color combinations.

We decided to partner with The Color Run because the event shares the same values and ideals as Kashi and motivates people to be active.

The “Keep it Real” Campaign wants to encourage Kashi consumers to appreciate the little moments in life and to start their day off feeling fulfilled. Because The Color Run promotes a healthy lifestyle and inspires to improve health and wellness, the “Keep it Real” campaign will benefit from this partnership because of their shared goal to inspire health and wellness. Not only will “Keep it Real” become an official sponsor for The Color Run, along with competitive brands like KIND, they will advertise and participate in events across the country in order to increase brand awareness and establish their association with The Color Run. Kashi’s presence and involvement at The Color Run nationwide will differentiate them from other cereal brands. With 11 grams of protein in each serving, Kashi will leave participants feeling full, gratified and prepared to run a 5k.

While Kashi is an official sponsor of The Color Run and will be collaborating with them year-round, in particular, Kashi will send employees from the company to go to five different Color Runs across the country. We will send employees to Color Runs in Boston, MA; Washington, D.C.; Philadelphia, PA; Chicago, IL and Madison, WI to sponsor a booth at the start of the run. Kashi decided to target these cities because of their geographic relevance to Kashi’s target audience. Simmons OneView data revealed that Kashi consumers are primarily located in the Northeast, the West and in large college towns. The Color Runs that Kashi will be sponsoring will take place on the following dates: Boston, MA: June 1st ; Washington, DC: July 1st ; Philly: September 1st ; Chicago: October 1st ; Madison, WI: November 1st At the events, Kashi will have a booth where two hours before the run begins, employees will give out free samples of Kashi GOLEAN Crunch and Crisp. We will do this in the hopes that the cereal runners have before the race will sustain them throughout the race. By sponsoring this event we hope to increase brand awareness and to establish an association between The Color Run and Kashi in order to demonstrate their shared missions, which is to lead healthier and happier lives. At the end of the race, we will have Kashi employees selling boxes of cereal for runners who completed the race and enjoyed their cereal at the start of the race. We hope this will increase sales and establish customer loyalty. At the booth, we will give our runners an opportunity to write on a massive chalkboard what it means to them to “Keep it Real”. This activity will help initiate the “Keep it Real” campaign, encourage runners to reflect on what it means to them to keep it real, and create an association between the Color Run and the “Keep it Real” campaign.

REASONING Kashi targeted the Summer and Fall seasons to send representatives to the races because the company is not allocating as much money to advertise for our impact media placements at those times. We will be focusing our efforts on The Color Run to make up for the lack of advertising during this time period. By sponsoring a booth at certain races, employees can interact with Kashi consumers, putting faces to their target audiences and loyalists. There will be plenty of photo opportunities--as runners are drenched in paint at the end of their run-- and we hope that consumers will pose in front of the “Keep it Real” chalkboard and upload it on various social media platforms. Through this association, Kashi aims to build brand awareness and gain media impressions.

Total: $1,311,000

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FITBIT

PARTNERSHIP Fitbit and Kashi will announce their partnership when the “Keep it Real” campaign launches April 1st, 2017. A Fitbit is a portable activity tracker that encourages users to stay motivated and improve their health. A Fitbit is wireless and allows users to easily track their health wherever they go. Fitbit’s mission states that “every moment matters and every bit makes a big impact”, which align with the “Keep it Real” values that encourage Kashi consumers to enjoy the little moments in life. Fitbit aims to encourage its users to their embody and reach their goals by staying active and fit. The technology inspires people to fulfill little victories of reaching a certain amount of steps and staying active. Reaching a certain number of steps is a real, attainable goal and allows people to see their progress. Fitbit will be a valuable partner for Kashi because of the similar values it has to Kashi – both aim to provide the necessary tools for people to live a healthy and active lifestyle.

LOGISTICS When the “Keep it Real” campaign launches it will announce a rewards system in partnership with Fitbit where consumers are rewarded when they reach 150,000 steps in a week. Once this goal is reached, consumers can go to Kashi.com and sign in with their Fitbit account and get a coupon for 50% off of Kashi Go Lean Crunch and Kashi Go Lean Crisp cereals.

In conjunction with the Color Run sponsored event, consumers can sign into their Fitbit account on the same day of completing the Color Run in various cities and claim city-specific rewards and discounts for Kashi Go Lean Crunch and Kashi Go Lean Crisp cereals.

+ PRESS CONFERENCE Kashi will hold a press conference April 1st, 2017, when they launch the “Keep it Real” campaign and will also announce their partnership with Fitbit. This press conference will allow Kashi to communicate the shared goals and values between the two companies and how their partnership with Fitbit will encourage the Kashi consumer to appreciate the little moments in life and to sustain a healthy and active lifestyle.

Total: $110,000

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GIGAPIXEL CAMERA

PARTNERSHIP GigaPixel.com provides computer digital imaging services specializing in Gigapixel Panorama Photography and 360-degree object photography. Through their “Giga Selfie” app, it combines a high definition camera and smartphone technology to create some of the world’s largest selfies. While regular selfies are great, there seems to be an underlying issue--not getting enough of the landscape behind you in the whole photo.

So, how does it work? People stand on designated selfie spots and then use the “Giga Selfie” app on their phone to trigger a camera in the distance, which identifies them and captures the surrounding landscape. Almost instantly, a link is emailed to them and people can share their image as a short video clip--starting as a close up selfie and zooming out to reveal their actual location. In Kashi’s partnership with the GigaPixel Camera, we plan to install their cameras in National Parks across the country. We believe putting selfie spots in varying locations will motivate people to go outside, explore their surroundings and stay active.

GOAL FOR THIS PARTNERSHIP Use the Giga Selfie service to inspire Kashi consumers to fulfill their aspirations and reward themselves with a picture at some of the most beautiful parks around the country. By opting to go outside, getting in a few more steps for the day and having a photo to capture the moment, memories will be made and shared with family and friends. We will incorporate the hashtag #KashiGoesGiga in our campaign efforts to generate social media mentions and in hopes to get the hashtag trending.

LOGISTICS There will be a press release announcing the partnership between the two companies on April 1st, 2017. The “Keep it Real” campaign highlights staying active as one of its key components, as part of living a wholesome and healthy lifestyle. This partnership will last a year, throughout the duration of the “Keep it Real” campaign. We also plan to release a teaser video showing how the Giga camera works, hopefully generating buzz on the Internet and enticing our consumers to go explore a park in their area. The #KashiGoesGiga selfie spots will be located at the following national parks and iconic areas: Golden Gate - San Francisco, CA Joshua Tree - Palms, CA Redwood - Humboldt, CA Yosemite - Sierra Nevada, CA Capitol Hill Parks - Washington, D.C. Constitution Gardens - Washington, D.C. Lincoln Memorial - Washington, D.C. Paterson Great Falls - Paterson, NJ Fire Island - Patchogue, NY Hudson River Valley - Albany, NY Statue of Liberty -Ellis Island, NY Empire State Building -Manhattan, NY Appalachian Trail -Maine to Georgia Boston Harbor Islands - Boston, MA Minute Man - Concord, Lincoln, Lexington, MA Lewis & Clark Trail - 11 states, including (ID,IL,IA,KS,MO,MT,NE,ND,OR,SD,WA)

+ Total: $110,000

Reference creative section for more details about function.

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MTV VMAs

PARTNERSHIP What does it mean to “Keep it Real?” Kashi’s new campaign name, as an open-ended question, has endless possibilities for an answer. Similar to how everyone’s mornings vary, “keeping it real” can have various meanings to different people. A crucial time of the “Keep it Real” campaign is during the MTV Video Music Awards, as Kashi has two ads running when it airs. Additionally, Simmons research data showed that MTV was one of the most highly watched channels for our 18-24 year old target market. In a combined effort with the VMAs, Kashi will put “What does it mean to keep it real?” on billboards, outdoor media spots and transportation methods before the awards start. Then, the power shifts to the people and allows them to answer what it means to keep it real and design an ad that will replace our billboards, outdoor media ads, and ambient ads.

A unique part of this campaign will be that Kashi will transform traditional forms of transportation in urban cities, such as the NYC subway system and the Boston T, into more natural areas.

As an agency we chose these metro systems because a great deal of our target audience live in urban areas on the Northeast and use public transportation. Creating natural spaces in a typically unnatural environment is a stunt that will generate significant buzz for both Kashi and MTV. It is also crucial to focus on making these places natural and environmentally focused to align with Kashi’s mission to use wholesome, plant-powered ingredients in their cereals.

LOGISTICS Kashi and MTV will begin this new campaign before the airing of the MTV VMAs on August 28th.

Advertising for the campaign will begin in early June giving the partnership two months to advertise the “Keep it Real” campaign. The cities that Kashi and MTV will target will include: New York, NY, Boston, MA, Washington, DC, Philadelphia, PA, Chicago, IL, Indianapolis, IN, Detroit, MI, Minneapolis, MN, Madison, WI, Ann Arbor, MI, East Lansing, MI, St. Louis, MO, Columbus, OH To submit a “Keep it Real” design, users must create an account on kashi.com using their Facebook username and password and then go to MTV VMAS & Keep It Real Facebook page, “Like” it, and upload the design to the page with a brief description of what it means to keep it real.

Active Facebook users will determine the best “Keep it Real ad design” based on the number of Facebook likes on the uploaded design. The winner of design wins free tickets to the VMAS. The best design will be showcased on Kashi’s Facebook, Instagram, Twitter and home website pages.

This campaign incorporates the public into the design of the advertisement and into the campaign allowing for personalization and creativity.

GOALS OF THE CAMPAIGN This campaign intends to increase brand awareness and media impressions and aims to revamp Kashi’s social media presence. It will increase Kashi’s social media following as people have to “Like” their Facebook page to participate. This will drive more traffic to Kashi’s website and potentially result in new consumers eating Kashi, and have more brand loyalty amongst the people who already buy Kashi cereals. Our final goal is to have people watch the VMAs where two Kashi commercials will play,

Total: $1,950,000 52

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PUBLIC RELATIONS TRENDS Despite Kashi’s prestige as a “pioneer” in the healthy and organic food industry, it has changed in recent years due to negative perception of the presence of GMOs in Kashi cereals. In recent years, Kashi’s online and media presence has been perceived negatively because of the presence of GMOs in Kashi cereals. A Rhode Island grocer posted notes on his shelves stating his negative impressions of Kashi’s nutritional value. Photos of the note went viral on the Internet and Kashi faced various angered complaints on social media sites from loyal customers. This event challenged Kellogg’s validity and representation of their products. Kashi took a defensive stance regarding their nutritional value and accusation that there are GMOs present in their products.

Since the incident, Kashi has partnered with the Non-GMO project in order to combat the negative sentiments towards the brand and to reestablish customer trust in their commitment to nutrition. This is example of an obstacle facing Kashi and their brand reputation because of public hesitation towards the brand.

Prior to the GMO accusations against Kashi, the cereal brand was positioned as having “all natural” ingredients. Kashi’s slogan, “Keep it Real” speaks to the brand’s different dimensions – Kashi advocates real food and a real experience for its consumers. Kashi is continuously working towards strengthening their public perception and maintaining a real and wholesome brand image.

Doubt towards Kashi in a competitive market place is inevitable, but Society608 commits to reaffirming Kashi’s position in the healthy food industry by associating the company with well-known and health conscious companies, brands and events.

ANNUAL PRESS CONFERENCE

MEDIA COVERAGE Since the Rhode Island grocer incident, Kashi has received a significant amount of negative coverage and the company has struggled to get positive media coverage that evades the topic of GMOs. Kashi has responded to this brand negativity and these accusations by committing to a partnership with the Non-GMO Project and by releasing statements reassuring Kashi’s incorporation of non-GMO ingredients. Society608 will assist Kashi in establishing brand loyalty, increasing their brand awareness and continuing their upward growth of Kashi sales. Society608 hopes to place Kashi in a positive light in the media and reaffirm Kashi’s image as a healthy and wholesome company.

“Responding to Controversy, Kashi To Go Non-GMO by 2015” Source: Indiana Public Media Author: Liz Leslie Date: May 1, 2012

“Kellogg Agrees to Alter Labeling on Kashi Line” Source: The New York Times Author: Stephanie Storm Date: May 8th, 2014

“Behind the Label: The Kashi Controversy” Source: The Eco Salon Author: Jessica Marati Date: May 2, 2012

“Kashi introduces five new organic products in US” (Press Release) Source: Progressive Media - Company News Date: August 17, 2015

“Kashi Introduces Two New USDA Certified Organize Cereals” Source: India Retail News Date: June 27, 2012

“Kashi Unveils New Look Proving Good Food, Good Design GOTOGETHER” Source: Kashi Author: India Retail News Date: July 12, 2016

Kashi will host an annual press conference after the launch of the “Keep it Real” campaign. By doing so, it will highlight Kashi’s work with the Non-GMO Project and their incorporation of non-GMO ingredients to Kashi products. The annual press conference will also focus on Kashi’s commitment to health and fulfillment in the Kashi consumer’s day. The media contacts list for the annual press conference will include our new partners and target media contacts that share Kashi’s goals.

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FOR IMMEDIATE RELEASE April 1st, 2017

MEDIA CONTACTS

Contact: Anabel Keany and Pamela Miller keany@wisc.edu, pjmiller6@wisc.edu

KASHI ANNOUNCES PARTNERSHIP WITH THE COLOR RUN TO PROMOTE HEALTH AND HAPPINESS BATTLE CREEK, Mi.-- On April 1st, 2017, Kashi will announce their partnership with The Color Run – “The Happiest 5k on the Planet” in efforts to promote a healthy and happy lifestyle.

Through Kashi’s newest “Keep it Real” campaign, the company will devote over $1 million to sponsoring The Color Run and distributing free Kashi cereal to participants throughout the run.

Kashi will send employees to go to five different Color Runs across the country beginning with the East Coast and finishing with the Midwest.

“We are ecstatic about our collaboration with Kashi. This partnership goes beyond leaving people feeling fulfilled and ready to start each race as they take samples of Kashi. It makes a huge stride in our shared missions to inspire people to eat healthy and stay active,” Color Run founder and CEO, Travis Snyder said.

The “Keep it Real” campaign encourages Kashi consumers to appreciate the little victories in life. Everyone’s mornings may vary, similar to how each participant may vary- from first time runners to seasoned athletes. Both Kashi and The Color Run cater to individuals and by kickstarting the race with a bowl of Kashi, it will leave participants feeling full, gratified and prepared to run a 5k.

In addition to handing out free samples, the Kashi booths will give our runners an opportunity to write on a massive chalkboard what “Keep it Real” means to them. This activity will initiate the “Keep it Real” campaign, encourage runners to reflect on what it means to them to keep it real, and create an association between the Color Run and the “Keep it Real” campaign. This initiative will create awareness and provide positive media coverage for both companies.

This will be an extremely beneficial partnership because of the companies shared goals to inspire health and wellness. “We believe that with the addition of Kashi to The Color Run 5K Event, it will act as a catalyst for our participants to live an active, healthy lifestyle,” Snyder said.

News Coverage New York Times: Eileen M. Murphy Senior Vice President Communications eileen.murhy@nytimes.com ABC: Julie Townshead VP, News Communication Julie.townsend@abc.com Partners MTV Press: Mark Jafar Senior Vice President Mark.Jafarr@mtvstaff.com The Color Run: Public Relations Contact press@thecolorun.com Fit Bit: North America Public Relations PR@fitbit.com Silk Soy Milk: WhiteWave Foods Consumer Affairs 1-888-820-9283

GigaPan: customerservice@omegabrandess.com Lollapalooza: Brittany Pearce Press Contact brittany@freshcleanmedia.com Coachella: Sponsorship Contact sponsorship@coachella.com Media Contact press@coachella.com Advertising Women’s Health: Lauren Doyle Senior Public Relations Manager lauren.doyle@rodale.com Carolyn Kylstra Editorial Staff/Site Director WHOnline@womenshealthmag.com Self-Magazine: nutritiondata@self.com 4 Times Square, New York, U.S.

To learn more about this new partnership, visit http://www.kashi.com or contact the representatives above. ### 56

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APPENDIX

Survey Data Participants: 97 Age:

18-24 - 83

25-34 - 0

35-44 - 3

45-54 - 10

55-64 - 1

65+ - 0 Gender:

Female – 71

Male – 25

Chose not to disclose – 1 Do you consider yourself active?

Yes – 81

No – 16 When you think of “healthy” cereals, what brands come to mind?

Fiber One, Total, Bran Flakes, Kix, Wheaties, Cheerios, Kashi, Special K, Grape Nuts, Raisin Bran, Honey Bunches of Oats, Trader Joe’s brand, Ezekiel, Rice Krispies, Life, All Bran, Granola, Nature’s Own, Mini Wheats, Have you heard about Genetically Modified Organisms (GMOs)? If so, what is your stance on them?

Yes – 92

Positive – 23

Negative – 40

No opinion /need more information– 33

No – 4 If GMOs are present in a food, would you continue to eat it?

Yes – 59

No – 18

Unsure – 20 When you think of Kashi cereal, what comes to mind?

Healthy (49), natural, nutritious, whole grain, nuts, delicious, nom nom, Parfaits, organic, all-natural, grains, expensive, granola-type cereal, Yum, super high fiber, middle-aged women, old ladies, nutrition, family, mountains and people hunting for the best ingredients, camp, good tasting, tasteless, outdoorsy, cardboard, tasteless, heart, added sugar, good for you, outdoor lifestyle

Sources •Bloomberg. http://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapid=682199 •Bonnaroo Music & Arts Festival. https://www.bonnaroo.com/ •Coachella. https://www.coachella.com/home/ •Eco Salon. http://ecosalon.com/behind-the-label-the-kashi-controversy/ •Fitbit. https://www.fitbit.com/ •Food Navigator USA. http://www.foodnavigator-usa.com/Regulation/Judge-approves-3.99m-deal-in-Kashi-GMO-false-advertising-lawsuit •GigaPan. http://gigapan.com/ •Govenors Ball Music Festival. http://governorsballmusicfestival.com/ •IBIS World. http://clients1.ibisworld.com.ezproxy.library.wisc.edu/reports/us/industry/ataglance.aspx?entid=226 •Indiana Public Media. http://indianapublicmedia.org/eartheats/controversy-kashi-non-gmo/ •Kashi. https://www.kashi.com/what-we-believe •Kellogg Company. http://www.kelloggcompany.com/en_US/about-kellogg-company.html •Kellogg Company. http://newsroom.kelloggs.com/2016-07-12-Kashi-Unveils-New-Look-Proving-Good-Food-and-Good-Design-GOTOGETHER •Lightning in a Bottle. http://lightninginabottle.org/ •LinkedIn. https://www.linkedin.com/company/kashi-company •Lollapalooza. https://www.lollapalooza.com/ •Mintel Academic. http://academic.mintel.com.ezproxy.library.wisc.edu/display/745917/ •MTV VMAs. http://www.mtv.com/vma •Natural Park Service. https://www.nps.gov/index.htm •Natural Society. http://naturalsociety.com/kelloggs-kashi-brand-to-pay-4-million-over-all-natural-false-advertising-lawsuit/ •New York Times. http://www.nytimes.com/2014/05/09/business/kellogg-agrees-to-change-labeling-on-kashi-line.html?_r=0 •Non-GMO Project. http://www.nongmoproject.org/about/ •Organic Consumers Association. https://www.organicconsumers.org/news/kashi-cereal-hot-water-over-genetically-modified-controversy •Outside Lands. http://www.sfoutsidelands.com/ •Silk Soymilk. https://silk.com/ •Simmons OneView https://oneview.simmonsresearch.com/ •Summerfest. http://summerfest.com/ •Survey Monkey Primary Research. https://www.surveymonkey.com/summary/27qKcGVIBZLaoDrNVzPJF4UXnpn4kdkTQEOoHcjq_2FK1ONtu8OR9rgR635j0YEtpm •The Color Run. http://thecolorrun.com/ Images •http://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_kashi_by_jones_knowles_ritchie.php#.WEcsq6I •http://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_kashi_by_jones_knowles_ritchie.php#.WEctGaIr •https://www.kashi.com/careers •http://www.nongmoproject.org/about/ •https://www.behance.net/gallery/17765379/Kashi-Print-Campaign •https://www.kashi.com/our-foods/cold-cereal/kashi-golean-crisp-toasted-berry-crumble-cereal •https://www.kashi.com/our-foods/cold-cereal/kashi-golean-crunch-cereal •http://manjr.com/wp-content/uploads/2011/11/airplane-laptop.jpg •https://soffk7.files.wordpress.com/2013/01/busy-street-nyc-2010.jpg •https://prodwpids-idrivesafely.netdna-ssl.com/wp-content/uploads/2016/04/Listening-and-adjusting-a-car-stereo-credit-Photodisc-AA031973.jpg •http://jkrglobal.com/work/kashi/ •http://cdn.defymedia.com/wp-content/uploads/2016/04/Millennials-man-mobile-coffee.jpg •http://images.fineartamerica.com/images-medium-large/new-york-city-skyline-in-red-ken-bascue.jpg •https://www.google.com/searchq=hand+touch+image+png&espv=2&biw=887&bih=642&site=webhp&tbm=isch&tbo=u&source=univ&sa=X&ved=0ahUKEwi4m97clN3QAhVjqlQKHdQWCaAQsAQIGg#imgrc=ZyTr4BCDaPX1sM%3A •https://www.google.com/search?site=&tbm=isch&source=hp&biw=887&bih=642&q=burning+breakfast&oq=burning+breakfast&gs_ l=img.3..0i5i30k1l2.19639.22505.0.22706.23.14.2.3.0.0.247.1627.0j9j1.10.0....0...1ac.1.64.img..8.10.1444...0j0i30k1j0i8i30k1j0i10i24k1.4lzKB_9ufho#tbm=isch&q=person+burning+toast&imgrc=9dLwhFxwxVidfM%3A •http://media.gettyimages.com/videos/man-sits-at-the-kitchen-table-with-a-piece-of-burnt-toast-video-id500825956?s=640x640 •http://1.bp.blogspot.com/_wkZxMfFStDk/TRtvHIZHafI/AAAAAAAAAbY/EKugaG23KUQ/s1600/Kitchen%2BNightmare2.jpg •https://herenowpage.files.wordpress.com/2015/01/o-woman-in-messy-kitchen-facebook.jpg •https://www.saltmoney.org/Assets/images/articles/tiles/4-reasons-transfering-undecided-is-bad-c.jpg •https://www.pexels.com/photo/person-standing-on-brown-mountain-under-sunny-sky-173521/

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