Challenging an industry at Expo West with Kashi

In 2017, Kashi launched the “Certified Transitional” initiative—a program that supports farmers in the middle of the three-year transitional period required to become USDA Certified Organic. Fast forward to Expo West, a natural products showcase featuring over 3,500 branded booths. Kashi wanted to create a footprint that cut through the noise, stood out, and was as impactful as the program it was championing. We knew we needed an unconventional approach. Instead of supplying the 80,000 plus in attendance with ANOTHER sample, Kashi and OBE took a leap of faith, showing up to the world’s largest natural food show without food. And our leap paid off. We built a conversation starter in the form of a fifteen foot, green “<1%” structure, symbolizing the mere one percent of farmland that is certified organic that set the expo abuzz.

The Results: 14 one-on-one meetings with targeted influencers. 3 social media mentions. 2 online trade placements. Hundreds of organic conversations sparked among consumer and industry attendees.