Kashi isn't health food, it's healthy food people actually enjoy eating, made by people you would not find at big food companies. A nutritionist who surfs before coming to the office. A globetrotting food developer who hates health food but loves to eat. The advertising nakedly reveals passionate employees who believe healthy food is the prelude to happiness.
Problema
As Kashi moves into the mainstream, the brand needs to shed past health food weirdness but keep its character as a small and different kind of food company.