Kellogg's Kashi Changes Strategy, Launches Agency Review
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Kellogg Co. is reviewing ad agencies for its Kashi and Bear Naked brands as the food giant charts a marketing course aimed at seizing on the natural-foods craze. Part of the strategy involves creating a Kashi division that includes Bear Naked and is structured to operate autonomously from Kellogg’s other brands.
“As Kashi Co. is re-established as a stand-alone company, we see an opportunity to review our agency partnerships to advance our communications and ensure we have the right agency model to engage with our consumers effectively,” the company said in a statement, confirming the review. “Kashi has invited all of our existing agencies and some new agencies to participate in the RFP process.”
The incumbent agency for Kashi is Amazon Advertising, a San Francisco shop that is part of the Leo Burnett Worldwide network. The Leo Burnett agency, which handles a majority of other Kellogg brands, did some recent work for Kashi, but it was on an “interim, transitional” basis, according to a Kellogg spokesman. The Amazon ad agency declined to comment.
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