Kashi | Moment of joi
To launch this healthy snack newcomer, we invited food-focused consumers to slow down and enjoy a multi-sensorial Moment of Kashi joi through online video, disruptive guided audio tastings, and an exclusive event that actually taught guests how to make their own bars at home.
The campaign kicked off with an OLV that celebrated the simplicity of the bars.
Social media posts and cards included with samples directed foodies to audio guided tastings that helped them get even more out of their moment of joi.
Chefs and nutritionists showcased the realness of Kashi joi bars by teaching guests how to make them at home using the actual Kashi recipe.
Sampling cards drove consumers to Soundcloud for their guided tasting.
The 8-week program achieved more than 44M impressions and drove a 26% purchase intent, establishing Kashi joi as a challenger in the category.
Kashi | The Chewy Challenge
To celebrate Kashi Chewy Granola Bar’s new, chewier recipe we put our reputation on the line and blind taste tested the bars against the old recipe.
Credits
Laura Stradiotto / Art Director
Chris Davies / Creative Director