The Drum Awards for Marketing - Extended Deadline

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Kallo, the natural and organic food brand owned by Wessanen UK, is using a combined mobile advertising and office sampling drive to further establish itself in the snacking-on-the-go category. The joint campaign looks to raise awareness of Kallo’s low-calorie, natural snack range.

Targeting approximately 400,000 commuters across London, Kallo’s mobile advert will be triggered when consumers are in close range to convenience stores in and around the major rail stations who stock Kallo snacking lines.

Using GPS tracking, 3G/4G and train line and station wi-fi signals, the campaign will enable Kallo to detect the location of commuters and target those with a keen interest in healthy eating.

Under the brand’s ‘Delightfully Nonsense-Free’ tagline, a 25-second video pops up on the users’ phone highlighting the ‘simple’ philosophy of the Kallo brand and the uncomplicated ingredients in its chocolate rice cakes. Users are encouraged to join in the conversation on social media using the hashtag, #SavourSimple.

Credits

Marketing director: Gill Green (Wessanen UK)