THE CHALLENGE Reassert Kashi’s leadership position in the natural healthy lifestyle space by creating a go-to-market framework that builds credibility and fosters authentic engagement with Food Forwards at a scale that drives impact to business.
THE IDEA Kashi’s national sponsorship with the Wanderlust Festival provided a platform to reassert its leadership position and connect authentically with the Food Forward audience. Kashi took a two-prong approach in creating the connections – event activation and amplification. Event Activation provided authentic, direct touch with consumers at events and amplification provided extension of messages and experiences to relate to consumers across digital touch-points. The fit with Wanderlust made sense because it’s more than just an event. It’s a movement. It’s the zeitgeist of the natural, health lifestyle space and it means something to the Kashi consumer.
THE RESULTS The partnership was a tremendous success with activation metrics of 313k samples distributed, 58k premiums distributed, 120k attendees, 29 event days and 750 photos taken at activation stations. In regards to amplification metrics, the tour garnered over 46MM impressions, 53% increase in unique visits to Kashi.com, 3MM truck impressions, 3,563 new followers on social channels and a 30% improvement of social sentiment.