Giving a Natural Cereal a Brand Health Boost.
SERVICES
Brand Positioning
Visual ID Refresh
Qualitative Research
Content Creation
Influencer Strategy & Implementation
Kashi | Full of Life
In 2020 Kashi came to Behaviour for help in regaining its consumer appeal and category leadership among natural cereals.
Their first request was for a new and compelling brand idea that would re-establish themselves as a valuable ally in consumers' health journeys - an idea that would inspire them to become advocates for the brand.
INSIGHT
Our first creative contribution was uncovering a powerful insight: healthy eating isn’t just about nutrients—it’s about feeling alive. And living life to the fullest.
IDEA
Enter a new brand mission and idea, "Full of Life". It’s a life-affirming idea that celebrates plant-powered vitality. To accompany the idea, we refreshed Kashi’s look with bold modern colours, natural packaging, and vibrant storytelling - all embodying mindful, feel-good living.
In the second phase of the project, we helped bring the campaign to life with beloved Canadian Olympic Gold Medalist Tessa Virtue.
An athlete and brand ambassador who embodies our “Full of Life” mantra. Tess’ positive attitude, natural vitality and huge Canadian fan base made her the perfect spokesperson.
7M
Digital Impressions
The campaign surpassed Kellogg’s engagement norms with 7 million digital impressions.
1M
Instagram
Likes
The campaign halted a multi-year decline in share, generating 1 million Instagram likes.
350K
Followers
Reached
The content collaboration with Tessa Virtue accessed her more than 350,000 followers with some posts drawing 70,000 views each.
Execution
We employed vivid colourways and storytelling to celebrate the commitment to mindful eating, feeling good and living full that Kashi shares with those who love its products.
Kashi’s nutrient story underpinned the promise.
