Best Food Industry Social Media Campaign

While many consider Kashi a healthy brand, not many were considering it a tasty brand. We needed to persuade consumers that healthy food could also be tasty food and inspire “Health Food Cravings” with the nonbelievers.In an exclusive Facebook-only promotion, we set out to inspire Health Food Cravings with our Cravings Alert! Giveaway. For six weeks, at random times we used Kashi’s news feed to post tempting product photography and descriptions. Every time one of these “Cravings” popped up, Facebook users had a limited time to enter for a chance to win one of 360 prize packs full of Kashi’s tastiest foods. Just like real cravings, one couldn’t predict when the Cravings were going to hit, so users needed to first "like" Kashi and then keep an eye out for the Cravings Alerts on their news feed. If they were too late spotting the Cravings Alert, they’d have to wait for the next one to hit. News of the giveaway spread thanks to Facebook ads and more than 15,000 user shares. During this short promotion, Kashi’s overall LIKES on Facebook increased by more than 100% — generating nearly 130,000 additional likes. And these consumers weren’t just LIKING us—they were LOOKING for us in their newsfeed each day. Each Cravings Alert averaged 200 interactions per post, providing ample testimony that consumers were finally considering Kashi as a tasty brand, not just a healthy one. After the contest ended, the taste message continued to grow. The majority of our winners came back to our Facebook page to post photos and positive reviews of their prize pack.

Contributors:

Chief Creative Officer:	Debbi Vandeven
Group Creative Director:	Robb Smigielski
Creative Director:	Becky Ervin
Copywriter:	Scott Lichtenhauer
Art Director:	Cady Bean-Smith
Senior Account Manager:	Lauren Moore

VML

Location: USA