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Kashi Plantable Book

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After 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.
Creative Agency

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: Food

VMLY&R, 5 years ago