Kashi: Snacker Pride
Many people crave sweets but regret their snacking choices. Kashi’s granola bars give snackers the best of both worlds: they’re satisfyingly sweet but also healthy.
We created the Proud Sweet Snacker Movement to spread the word about guilt-free sweet snacking. Each member of Kashi’s core audience received a direct mail piece with a movement manifesto, themed bumper stickers, and a sample granola bar. The direct mail pointed to a microsite where proud sweet snackers could join the movement, download coupons, and share with friends.