Kashi

Challenge

After their purchase and integration into Kellogg’s portfolio, it became clear that Kashi—once a highly respected leader in the natural and organic space—had lost its soul, and with it many of its loyal fans. Challenged by news surrounding GMOs and farming and sourcing practices, the Kashi leadership team brought in Bulldog Drummond to chart a collaborative process to define who they once were and redefine where they were going.

Result

We started by taking the Kashi team on an honest journey back to the start. We took them back to their roots—tracing the trajectory of the brand and identifying when they were great, when and why they got stuck, and where they failed. From this foundation, we designed a three-day innovation summit in La Jolla, California—their birthplace—for the leadership team to chart a new path forward. We designed a series of exercises that challenged their assumptions and stretched their boundaries to drive new thinking. We left the summit with a clear articulation of their brand, which we refined for a presentation to Kellogg’s executive leadership team. The foundational work we did together propelled Kashi’s revitalization, its product focus, and it helped kickstart their move back to La Jolla from Battle Creek, Michigan.

____________________________________________________

“Bulldog was essential on our journey to redefine the Kashi brand. They infused positivity into our team, helped us ask and answer some tough questions, and built a framework that paved the way for a new direction.”

—Jeff Johnson, Senior Director, Marketing & Innovation