Kashi has selected Leo Burnett Chicago as its creative agency of record.
The Publicis Groupe agency will reposition the Kashi brand with an aim to be more inclusive of audiences beyond those that typically buy natural and organic foods.
One of Leo Burnett’s key goals will be “pushing outside of the stereotypical bounds of the extremely healthy, granola-type consumer,” said Chris Bergen, EVP, group business lead at Leo Burnett. The agency’s creative work will be “more about healthy eating for the masses.”
“It’s a populist brand with a populist offering, we’re just looking to bring that to life in the right way,” he said.
A Kashi spokesperson was not immediately available for comment.
Kashi kicked off the RFP process roughly three months ago, but closed it early and awarded Leo Burnett its business after just about one month. The decision was partly inspired by parent company Kellogg’s creative relationship with Leo Burnett on other brands over the years, including Frosted Flakes, Froot Loops and Eggo.
Bergen leads Leo Burnett’s Kellogg’s business, while Charlie Volanakis, VP, account director, and Sam Shepherd, EVP, global executive creative director will lead the Kashi account.
Leo Burnett is crafting new work for Kashi that will launch in early 2023. In previous work for Frosted Flakes, mascot Tony the Tiger made his streaming debut as a VTuber on Twitch. Leo Burnett plans to continue tapping into emerging digital platforms and strategies for Kellogg’s brands, including Kashi.
“Things like Tony the Tiger showing up on Colbert and bringing Froot Loops in Roblox, modernizing the ways and the platforms that these brands interact with — with Kashi, we’ll be looking to show up in places maybe you wouldn’t expect,” Emily Doskow, CMO at Leo Burnett, told Campaign US.
“This will be a heavy digital-based campaign as we look to 2023,” added Bergen.
Leo Burnett declined to provide specific budget information or team size for the Kashi account.
Over the summer, Leo Burnett made the first-ever Spanglish cereal ad for Kellogg’s. The 30-second ad depicted a family blending English and Spanish at the dining table without using subtitles.
Leo Burnett declined to provide specific year-over-year growth numbers for its Campaign US 2022 Agency Report Card but won key accounts in Powerade, NatureMade and new brands from Beam Suntory in 2021. The agency won Beam Suntory's Jim Beam business in September.