Kashi

Discipline

Brand Innovation

“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 OF INNOVATION

REDISCOVERING A PIONEER BRAND’S AUTHENTIC SOUL
Challenge

After the purchase and integration into the Kellogg’s portfolio in 2014, it became clear that Kashi—once a highly respected leader in the natural and organic space—had lost it’s soul, and with that, many of its most loyal fans. Challenged by news about GMOs and other farming and sourcing practices, the Kashi leadership team brought Bulldog Drummond in to chart a collaborative process to define and redefine who they were and 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 where 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 boundaries to drive new thinking. We left that summit with a clear articulation of their brand, which we refined for a presentation to Kellogg’s executive leadership. The foundational work we did together is propelling Kashi’s revitalization, it’s product focus and it helped kick-start their move back to La Jolla from Battle Creek, Michigan.

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Innovation is possible anywhere. You just can’t approach it the same way everywhere. #uncommonsense @meghkeaney https://t.co/zD1Sjrfx1c