Kashi Selects Leo Burnett Chicago as Creative Agency of Record

Leo Burnett Chicago, award-winning advertising agency within Publicis Groupe, was named lead creative agency for Kellogg-owned natural cereal brand, Kashi. In a time where consumers’ eating habits have shifted from convenient to proactive, Leo Burnett will develop a creative platform and experience plan to strengthen Kashi’s connection to natural and organic eating, reinforcing the brand as market leader in the space. 

“We’re thrilled to partner with Leo Burnett to unlock the potential within Kashi,” says Sarah Reinecke, sr. director of marketing. “Leo Burnett brings a great understanding of our evolving target and is creating a plan that breaks through across channels to give Kashi the cultural relevance it needs to grow in the highly competitive Natural and Organics marketplace.” 

On a mission to democratise nutrition for the mindful masses, Kashi and Leo Burnett will reinforce the brand’s position as market leader – #1 cereal brand and #3 waffle brand in the natural and organic category. Leo Burnett will focus on retaining and recruiting health-aware consumers with intent to eat well and connect with the brand on a deeper, emotional level. This includes crafting a new visual identity to build brand relevance and consistency across mediums, from in-store to online and inclusive marketing.  New work will launch in early 2023.

“Over the years, Kellogg’s and Leo Burnett have built so many iconic brands together. It’s a great story,” said Britt Nolan, Leo Burnett Chicago’s president and chief creative officer. “We couldn’t be more excited about the next chapter, where we show the world that Kashi isn’t just for the stereotypical granola crowd.”

The long-standing partnership was first established in 1949 when Leo Burnett was appointed as Kellogg’s creative partner. For 73 years, the award-winning agency has been tasked with managing, modernising and reinvigorating majority of Kellogg’s ready-to-eat cereal, snack, and breakfast-favourite brands including Frosted Flakes, Fruit Loops, Special K, Rice Krispies, Eggo, Cheez-It, Club Crackers, and many other household staples. The agency was also appointed as Kellogg’s global advertising agency in 2009. 

Recently, Tony the Tiger made his streaming debut — making Kellogg's Frosted Flakes the first brand globally to work with Twitch. Leo Burnett’s commitment to engaging new and lifelong fans alike has seen the iconic mascot on late-night television, hanging with star athletes and recently joining TikTok. The agency will continue to apply the same spirit of innovation and forward-thinking across Kellogg’s brand portfolio.