Kallo campaign dispels ‘healthy food = no taste’ myth


Kallo is launching its latest multimedia campaign, ‘Call on Kallo’, designed to reconnect the brand with the ‘culinary curious healthy eater’.

Spanning outdoor, digital advertising and social media, and using both static and animated formats, the Call on Kallo campaign targets a period when consumer resolve on healthier eating may be starting to flag and aims to challenge the misconception that healthy food means a compromise on taste.

Through a combination of enticing food photography, bold colours and targeted placement, and supported by the brand’s first large-scale social media campaign, the creative-led call to action invites consumers to ‘call on Kallo’ to provide delicious food inspiration. The campaign is expected to resonate with health-focused consumers aged 25 to 44.

Call on Kallo

“Kallo has long been a store-cupboard staple with 12% household penetration and a highly loyal core consumer base who place more value on natural, organic foods,” says Bryan Martins, marketing director at brand owner Wessanen UK. “This campaign unapologetically shifts to a more decisive voice to unlock wider usage occasions in those calling out for good tasting food that doesn’t have to compromise healthy eating goals.”

Kallo is investing £1,000,000 in the campaign which runs during January and February. It is expected to reach over 25 million people nationwide, and up to 45% of the target audience in key regions of London/South East and Midlands.

Rolling out at the end of January, this is Kallo’s first campaign with its new agency partners Fold7 and Wavemaker.