Client: Kellogg's | Agency: PromoWorks | Role: Creative Director | Award: Bronze Award Winner – P-O-P Times' Design of the Times
Kashi makes all-natural food without highly refined sugars, artificial additives or preservatives. The Kashi brand represents "7 whole grains on a mission" to help people live healthier lives. Kashi asked us to design and execute an in-store consumer education event to inspire shoppers to make a positive, healthy change in their lives.
The P-O-P for this promotion needed to be designed to meet the strict criteria for a 6-hour, in-store event across the country in 1,485 national and regional grocery retail stores. The main component was the custom-designed demo table that provided substantial brand visibility and ample room for featured products and hand-outs.
In order to drive incremental off-shelf product merchandising we strategically placed branded displays throughout each store. These displays remained in the stores to extend the consumer promotion beyond the day of event. Additionally a branded standees delivered impactful brand messaging on event day and beyond.
Upholding Kashi's brand integrity and communicating an all-natural brand image was critical in the design of this in-store destination. Special care was taken in selecting a dull aqueous coating (rather than standard glossy lamination) to impart the earth-friendly aesthetic consistent with the Kashi brand. All P-O-P elements were constructed from recyclable corrugate comprised of 20-30% post-consumer waste. To guarantee successful in-store execution by the individual demonstrators, all components were designed for ease of assembly and were shipped with step-by-step illustrated instructions.
Executed nationally in 1,485 grocery retail locations, The Kashi Day of Change Tour successfully delivered on all the brand's objectives. Final reporting indicated an overall 94% consumer interest response level, and 88% of consumers specifically expressed interest in changing their lifestyle. We also achieved a 78% national average on incremental display support and premium/coupon distribution goals exceeded client expectations.