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Kashi joi Launch: Experiencing Moments of Joi

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Public relations launch of all-Canadian wellness bar wins four top awards for outstanding communications

Canada's leading Public Relations Agency, Strategic Objectives helped disrupt the cluttered health and wellness aisle and creatively encouraged Canadians to embark on an elevated, multi-sensorial, real-food experience that delights the senses with Kashi joi.


Building on the joie de vivre that inspired Kashi joi, Strategic Objectives developed an award winning and multi-faceted launch program that raised the “bar” and set the new Canadian-made innovation apart in the already robust health and wellness category. Utilizing media and blogger relations, an innovative and interactive launch event, and influencer relations, Canadian consumers successfully experienced moments of Kashi joi.

The Challenge

Setting the Bar for Innovation

This was the first venture into the health and wellness single-serve bar market for Kashi. It was critical to ensure all aspects of the program were genuine and true to the Kashi brand promise while celebrating the distinctive fact that the bars were conceptualized and entirely developed in Canada!

The Solution

A Multi-Dimensional Program for a Multi-Sensorial Bar

Our solution was to build a fully integrated program designed to strike a balance between discovery, experience, sharing, and reputation building. The multi-dimensional campaign helped Kashi joi connect with youthful, social savvy consumers who care about good taste and good ingredients. Through these integrated efforts, we spread the bars’ joyful nutrition message with Canadian media, social influencers and consumers.

The Result


total media impressions


Top PR Awards


total social impressions

  • 119 total unique hits
  • 1.5+ hours of television coverage
  • 2019 IABC Toronto OVATION Award of Excellence: Brand Communication
  • 2019 IABC Toronto OVATION Award of Excellence: Media Relations
  • 2019 IABC Toronto OVATION Award of Excellence: Special Events
  • 2019 ACE Award: New Product Launch Campaign of the Year

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