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Kashi Exchanges Junk Food for a Sample of its Products

By Sep 11, 2007

In a new spin on sampling campaigns, Kashi Co. is letting people trade in junk food for one of its more nutritious products.

The items are made with all natural ingredients and include granola bars, crackers and cookies. Brand reps are hitting the road in four cities this month as part of a national Kashi Snack Drive.

During the events, Kashi will encourage visitors in San Diego, CA, Chicago, Boston and New York to trade in what they consider questionable snacks.

The drive kicks off Sept. 16 in San Diego and runs through Sept. 30.

People can also visit Kashi.com to receive a free Kashi snack via mail through September or while supplies last. On the site, visitors virtually select a snack they want to trade in for a free sample. The choices include everything from chocolate and pork rinds to nachos and red licorice.

Once a selection is made, the site recommends a free sample (Kashi crackers, a granola bar or cookie). Visitors then complete a small survey about their snacking habits.

The goal behind the promotion is to “rid the world of bad snacks,” the company said on its Web site.

“At Kashi we think snacking can be fun and good for you,” said Jeff Johnson, senior brand manager and nutritionist for Kashi Co., in a statement. “We want to show that you can satisfy your snack craving with nutritious food that also tastes great.”

TV spots, online marketing and PR support the promotion, which Kashi is handling with Formula PR.

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