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Over this past year Canadians have been forced to stay at home and safe, this has also inspired many to take their health more seriously. Tessa Virtue – Canadian Ice Dancing Olympic Gold and Silver medalist knows this first hand and Kashi Canada has turned to the now retired athlete to help with the brand’s new #FullOfLife campaign.
The integrated communications campaign aims to remind Canadians that small, simple choices can make a big difference in staying committed to mindful intentions. The campaign will reach Canadians in stores, through social channels, via traditional media, and will also feature innovative new product introductions that help propel good eating habits.
Tessa adds, “What I love about Kashi is their variety of products are made with simple, natural, plant-based ingredients that taste great. It makes it easy to be mindful. Whether I’m enjoying breakfast or satisfying my on-the-go snack craving … Kashi has me covered.”
“It’s all about positive eating,” says Christine Jakovcic, Vice President, Marketing & Nutrition, Kashi Canada. “Kashi provides choices that are delicious and made with simple, natural ingredients to help Canadians stick to healthy, mindful eating goals without sacrificing taste.”
As the face of the campaign, Tessa Virtue will appear on in-store signage and on Kashi’s social media channels. She will also hosted an Instagram Live session on @tessavirtue17 earlier this week where she shared her own tips on leading a more mindful lifestyle and her personal recipe for success. Other campaign elements include ongoing #FullOfLife social content, upbeat videos and shoppable assets, and a national Public Relations campaign.