Kallo targets on-the-go snacking with mobile advertising campaign
Kallo, the natural and organic food brand owned by Wessanen UK, is using a combined mobile advertising and office sampling drive to further establish itself in the snacking-on-the-go category. The joint campaign looks to raise awareness of Kallo’s low-calorie, natural snack range.
Targeting approximately 400,000 commuters across London, Kallo’s mobile advert will be triggered when consumers are in close range to convenience stores in and around the major rail stations who stock Kallo snacking lines.
Using GPS tracking, 3G/4G and train line and station wi-fi signals, the campaign will enable Kallo to detect the location of commuters and target those with a keen interest in healthy eating.
Under the brand’s ‘Delightfully Nonsense-Free’ tagline, a 25-second video pops up on the users’ phone highlighting the ‘simple’ philosophy of the Kallo brand and the uncomplicated ingredients in its chocolate rice cakes. Users are encouraged to join in the conversation on social media using the hashtag, #SavourSimple.
To coincide with the mobile advertising campaign, Kallo is taking 50,000 of its delicious chocolate portion packs to offices across the capital.
The focused sampling drive aims to introduce office workers to Kallo’s great-tasting simple snack range and inspire a more informed approach to snacking. The offices chosen have a large number of ABC1 women in their workforce aged over 35+ – a key target demographic for Kallo.
Kallo’s rice and corn cakes range cater for many dietary needs and use only natural ingredients. That means lots of wholegrains, no added MSG and no artificial additives.
Gill Green, Marketing Director at Wessanen UK, brand owner for Kallo, comments:
“On-the-go snacking is a key area we’re looking to tap into with Kallo this year. Our rice cakes and thins offer a flavoursome, alternative to the calorie-laden snacks many typically consume on the move. We’ve got strong distribution in the major supermarkets and are looking to maintain this, whilst creating opportunities to increase our reach in convenience and impulse channels.”
Kallo is working with agencies Exposure Digital, Electric Glue and Gems At Work to deliver all elements of the integrated campaign.