Fold7 Launches First Campaign for Kallø After Winning Account

Fold7 has been chosen to manage the advertising account for natural food brand, Kallø, owned by Wessanen UK, without a pitch.

The agency has been tasked with developing a brand strategy and communications platform to build brand fame, initially through social and both static and animated DOOH. The brand is also partnering with vegan chefs Bish Bash Bosh, who launched a new TV show this month. 

With a clear vision to help people make light work of healthy eating, Kallø wants to attract a new generation of like-minded consumers, with a healthy attitude to food, diet and the environment. 

Organic, gluten-free, low fat, low calorie, vegetarian and vegan friendly, Kallø is best known for its portfolio of rice, corn and lentil cakes and stocks and gravies. Kallø’s products are made with only the finest natural ingredients using simple processes and contain no artificial colours, flavours or preservatives. In line with the ongoing trend towards healthy eating, Kallø has experienced YOY growth in the past few years.

Following a successful experiential pop-up activation in London, Kallø is investing more heavily in its marketing for 2020 to help recruit new consumers who are balancing their need to eat healthily with food they actually want, and will enjoy. 

Breaking on January 20th, Fold7’s first campaign titled ‘Call on Kallo’, aims to clearly position the food brand for people who believe good, tasty food should come naturally and taps into the vegan trend.

Showcasing appealing foodie creations using Kallo products, including a beetroot and avocado loaded rice cake and a bowl of tofu ramen, first executions include the lines: ‘Veganuary: it’s just one good thing on top of another’; ‘Meat-free doesn’t have to mean taste-free’ and ‘Pizza cravings must be honoured not ignored.’

The campaign will see Kallø reach beyond its heartland of the South East for the first time, with an outdoor campaign bought by Wavemaker Select extending to the Midlands, and social media nationwide.  

Duncan Bull, Kallø brand controller at Wessanen UK, said: “I’ve wanted to work with Fold7 for some time. Their strategic smarts,strong creative, and great people, made them a natural choice for a challenger brand like Kallø that is seeking a more unifying, purposeful brand positioning and communication idea that’s worth getting behind. It’s been a while since Kallo has invested outside of shopper marketing and print advertising, and we’re excited to see what new opportunities this could deliver for the brand.”  

James Joice, Fold7 managing director added: “Kallø is just the kind of brand we love to work with. It has a clear purpose, great products and the vision to be truly meaningful to consumers. We’re excited about helping turn that ambition into reality.”