Kashi Plantable BookAfter coming under fire for mislabeling its foods as “natural,” Kashi lost the trust of its biggest fans. So the company had to completely reinvent its products with more natural, plant-based ingredients. And we had to help win that audience back (even the most outspoken haters). The problem was, they didn’t believe or care what we had to say. So we had to do more than tell our story. We had to let them experience it for themselves.
VML created a book that not only tells the story of new Kashi products — it literally becomes them. Everything you need to grow the ingredients in the products is bound into the book — a pot, dirt, paper with imbedded seeds, garden markers, growing instructions, a shovel and even instant water. We sent it to the biggest skeptics and our consumers’ most trusted influencers and watched as they grew our products and shared the results.
Chief Creative Officer: Debbi Vandeven
Executive Creative Director: John Godsey
Group Creative Director: Allison Pierce
Art Director: Mars Denton
Senior Art Director: Joshua Eithun
Production Manager: Freddie Wise
Technology: Matt Bell
Media Strategy: Megan Davey
Senior Account Manager: Kaylee Douglas
Categories: FoodVMLY&R, 5 years ago