Rice cakes brand Kallo has unveiled its latest multimedia campaign - Call on Kallo.
The Wessanen UK-owned brand aims to reconnect with the culinary curious healthy eater through the campaign spanning outdoor, digital advertising and social media.
The outdoor creative, using both static and animated formats, will be available in high-traffic commuter areas nationwide from the end of January, targeting a time when consumer resolve on healthier eating is starting to wane.
Supported by the brand’s first large-scale social media campaign, the creative-led call to action invites consumers to ‘call on Kallo’ to provide delicious food inspiration in times of need. This cheerfully helpful voice is expected to resonate with a health-focused 25-44-year-old audience.
“Kallo has long been a store-cupboard staple with 12% household penetration and a highly loyal core consumer base who place more value on natural, organic foods,” said Bryan Martins, marketing director at Wessanen UK.
“This campaign unapologetically shifts to a more decisive voice to unlock wider usage occasions in those calling out for good tasting food that doesn’t have to compromise healthy eating goals.”
The £1 million campaign expects to reach more than 25 million people nationwide, and up to 45% of the target audience in key regions of London /South East and Midlands in by the end of February.
