Kallo rolls out £1m campaign to promote new positioning

Kallo, the organic food company, is launching its biggest ad campaign to date to introduce a new brand positioning focusing on "simple pleasures".

The new £1m TV campaign, which launches tomorrow (4 September), features a group of friends having a picnic and eating the Kallo food products, which include rice cakes and bread sticks, while building a kite which carries the brand’s new strapline, "Say Kallo to simple pleasures".

The ad was created by HMDG and the creative director was Paul Shearer. The 7 Stars handled the media for the campaign, which will run until 28 October.

The advertising push comes shortly after Kallo parent group Wessanen UK, rejigged its marketing department, promoting Gill Hesketh, former marketing and commercial director of Clipper Teas, to the role of marketing director for Wessanen UK.