Serving up a fresh strategic direction, Kallo, the market-leader in organic rice cakes and stocks, owned by Wessanen UK, has unveiled its latest multimedia campaign; ‘Call on Kallo’.
Spanning outdoor, digital advertising and social media, the campaign is the first work from new agency partners that aims to reconnect Kallo with the culinary curious healthy eater.
Using both static and animated formats, the visually arresting outdoor creative will be available in high-traffic commuter areas nationwide from the end of January.
Targeting a time when consumer resolve on healthier eating is starting to wane, the campaign introduces a much more active voice for the brand that challenges the misconception that healthy food means a trade-off on taste. Through a combination of mouth-watering food photography, bold colours and targeted placement, the campaign positions market-leader Kallo as a foundation food brand for flavourful meals and snacks.
Supported by the brand’s first large-scale social media campaign, the creative-led call to action invites consumers to ‘call on Kallo’ to provide delicious food inspiration in times of need. This cheerfully helpful voice is expected to resonate with a health-focused 25-44-year-old audience.
Kallo has long been a store-cupboard staple with 12% household penetration and a highly loyal core consumer base who place more value on natural, organic foods. This campaign unapologetically shifts to a more decisive voice to unlock wider usage occasions in those calling out for good tasting food that doesn’t have to compromise healthy eating goals.
Delivered by new agency partners, Fold7, Golin and Wavemaker Select, the campaign sees the brand invest £1,000,000 across January and February, reaching more than 25 million people nationwide, and up to 45% of the target audience in key regions of London /South East and Midlands.
Kallø has a clear purpose, great products and the vision to be truly meaningful to consumers. Showcasing delicious foodie creations for guilt-free pleasure, our first campaign, Call on Kallø, is aimed at people who believe good, tasty food should come naturally.
Alongside brand owner Wessanen, Kallo is a B Corp certified brand in recognition of its commitment to natural and organic ingredients and focus on healthy food.
Kallø is the leading natural rice cakes brand; it is no.1 in the jumbo format and the fastest growing in the segment (+17% YOY) [source: IRI we 25th May 2019].