Kallo to sample its healthy products
Wednesday June 4, 2014 at 2:46pm
Healthy snack brand Kallo is investing £1m in an integrated marketing, advertising and PR strategy designed to challenge traditional consumer perceptions of rice cakes and educate people about the full potential and varied eating occasions of its products. Targeting the brand’s core demographic, the focus will be on ‘creative loading’ ideas and guilt-free snacking occasions with sampling and events with women’s lifestyle publications. Instant-win games and money off vouchers available via the Kallo website, social media channels and in-store recipe cards will drive further brand engagement. The 2014 marketing campaign follows a £600,000 rebrand in 2013, with a new brand voice and contemporary packaging redesign developed with branding, design and marketing consultants, Big Fish. The new look packaging combines hand-drawn illustrations, poetry and recipes to develop a fun and engaging brand personality. Kallo is looking to drive growth in the rice cake category, with the aim of becoming the number one consumer choice for a healthier alternative to bread, biscuits and crisps. 2014 also sees an extensive NPD roll out moving the brand into a broader snacking category, using its ‘eat well, live well’ ethos to increase market share and brand penetration. This year’s campaign will focus on the introduction of a series of innovative new products to support Kallo’s existing plain, flavoured and topped rice cakes, exploring and developing the brand’s presence in areas including super-food ingredients, indulgent afternoon snacking and breakfast offerings.