AgencySpy posted that Kashi handed its business to Leo Burnett, awarding the White advertising agency with AOR status. The press release didn’t indicate a competitive pitch for the account, meaning it appears to be another example of Corporate Cultural Collusion, as Leo Burnett has a 73-year relationship with Kellogg’s, the parent company of Kashi. Hell, the deal was likely done over a breakfast meeting. Gr-r-reat!
Kashi Picks Leo Burnett Chicago as Creative AOR
By Kyle O’Brien
Leo Burnett Chicago has been named lead creative agency for Kellogg-owned natural cereal brand Kashi. The Publicis Groupe agency will develop a creative platform and experience plan to strengthen Kashi’s connection to natural and organic eating.
“We’re thrilled to partner with Leo Burnett to unlock the potential within Kashi,” said Sarah Reinecke, senior director of marketing at Kashi in a statement. “Leo Burnett brings a great understanding of our evolving target and is creating a plan that breaks through across channels to give Kashi the cultural relevance it needs to grow in the highly competitive Natural and Organics marketplace.”
Kashi and Leo Burnett will reinforce the brand’s position as the number one cereal brand and number three waffle brand in the natural and organic category. Leo Burnett will focus on retaining and recruiting health-conscious consumers, which includes crafting a new visual identity to build brand relevance and consistency across mediums, from in-store to online and inclusive marketing.
“Over the years, Kellogg’s and Leo Burnett have built so many iconic brands together. It’s a great story,” said Britt Nolan, Leo Burnett Chicago’s president and chief creative officer. “We couldn’t be more excited about the next chapter, where we show the world that Kashi isn’t just for the stereotypical granola crowd.”
New work will launch in early 2023.
The long-standing partnership between the agency and Kellogg’s dates back to 1949 when Leo Burnett was appointed as Kellogg’s creative partner. For 73 years, the agency has been tasked with managing, modernizing and reinvigorating majority of Kellogg’s ready-to-eat brands including Frosted Flakes, Froot Loops, Special K, Rice Krispies, Eggo, Cheez-It and Club Crackers, among others. The agency was also appointed as Kellogg’s global advertising agency in 2009.
Recently, Tony the Tiger made his Twitch debut.
Kashi launched a brand redesign and visual identity in 2016 with work from Jones Knowles Ritchie.
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