Kashi was out to prove health food could taste good. So we came up with a challenge: if consumers didn’t like Kashi granola bars then Kashi’s food developer would eat the cardboard box they come in. To make sure all touch points of The Cardboard Showdown were consistent we produced TV, website, word of mouth videos, email blasts, the sample mailer and in-store messaging. Kashi had its highest sales and shares of granola bars during the time this campaign ran.
