The focus of the campaign from the Wessanen UK-owned brand is to inspire consumers to make intelligent mid-week food choices, by trading in their traditional snacking and lunchtime choices for lighter, low calorie options.
From 25th September, a series of colourful, eye-catching adverts will be displayed on hundreds of lit-up and scrolling 48 sheets around the country. These will showcase Kallø’s range of organic, low fat and gluten free products as an intelligent food choice.
Kallo’s widest-reaching advertising activity to date aims to increase brand awareness across three key adverts supporting each of the Kallø product portfolios. Headlined with ‘Make your SandSwitch’, ‘Make your SnackSwap’ and ‘Join the StockExchange,’ each of the adverts looks to depict a visual representation of the vibrant side of healthy food choices.
The four-week campaign will be supported and amplified online through The Kallø Collective – a group of highly-influential social media personalities including food photographer and stylist Bea Lubas, Instagram influencer and growth mentor Domnique (also well-known by her Instagram name, allthatisshe) and fitness, food and lifestyle blogger, Tara London. This group will help to spread the word through Instagram and other social platforms with photography and recipe ideas using Kallø products.
Hayley Murgett, Kallø brand controller at Wessanen UK, comments: “This campaign provides a significant opportunity to increase Kallø’s brand awareness, by showcasing our range of gluten free, low calorie rice cakes and snacking products as well as unveil the nation’s first organic stock pots”.
“Supporting this with a highly-targeted digital approach will perfectly complement our outdoor advertising campaign. We know that many of our fans actively use social media for lifestyle and food inspiration, so this is a perfect opportunity for Kallø to engage directly and share our message even wider.”
Kallø recently carried out an online survey into attitudes towards food and diet with over 500 consumers across the UK. It found that over 50% of consumers in the UK are eating packaged, healthier snacks – such as rice cakes, cereal bars and nuts – at least once a day. This number had risen notably by 12% since the brand carried out the same research in 2016.
Kallø’s low calorie snacking portfolio features a range of rice cakes and corn cakes based on simple, natural ingredients with no artificial colours, flavours or preservatives. The new stock pots are also available in a range of flavours to suit a variety of dietary needs.