Kashi Guerrilla Marketing: Handout of Samples

An "Eggcellent" Example of Guerrilla Marketing and Consumer Engagement

Kashi cereal, a Kellogg brand, positions themselves as a "nutritious" breakfast alternative. Their current television spot showcases their use of guerrilla marketing, specifically presence marketing, to introduce their new slogan "As Much Protein as an Egg". This post commends this example because of the guerrilla marketing involved, not necessarily the nutritional validity of their claim.

Retrieved from: http://www.ispot.tv/ad/7waO/kashi-golean-as-much-protein-as-an-egg

"Eggcellent" Example of Successful Guerrilla Marketing

Another example of Integrated
Marketing Communications

This marketing campaign successfully implements guerrilla marketing because it draws customers' attention, integrates their USP, engages consumer and includes brand interaction through handing out samples. Furthermore, Kashi has highlighted the guerrilla marketing stunt within their television campaign. Consumers are engaged with the brand whether they saw the guerrilla marketing in person or in the comfort of their own homes through the T.V. spot.

1. Understand the brand's Unique Selling Proposition: "As Much Protein as an Egg"

2. Incorporate the USP in nature: Kashi placed the large egg in an open grassy area through the use of presence marketing.

Presence Marketing

3. Incorporate audience engagement into the idea: The large unexpected object draws consumers to the egg and there is a window for Kashi employees to hand out samples.

Consumer Engagement & Samples

Tasting samples & Call-to-action

4. Finish the idea by creating an effective call-to-action: Samples encourage testing and interacting with the brand. The samples allow Kashi to expand their reach to new customers as well as existing customers. New customers may now be convinced to buy a full box of Kashi cereal after the sample. Existing customers are reminded of the "nutritional benefits" in the cereal.

Inspiration for More Ideas

Egg Vending Machines: Unicef did a fantastic job of drawing consumers' attention with a dirty water vending machine campaign. Kashi could implement a vending machine shaped like an egg where consumers can buy samples on the streets.
Easter Egg Hunt Integration: Participate in a local Easter egg hunt by donating life-size plastic eggs. Once the plastic eggs are cracked open, participants will receive a sample sized box of Kashi cereal.
Egg areas: Kashi could also implement the above example year-round by placing life-size plastic eggs in open grassy areas. Consumers' curiosity will be piqued enough to interact with the egg and crack it open to find a sample sized box of Kashi cereal.