Strategy: Trade Show Exhibition

<1% of U.S. farmland is Certified Organic. This fact is both arresting and important to Kashi and it's customers. They took a complicated US FDA policy issue - which keeps organic farmers from reaching a positive ROI in the first few years- distilled it down to a single message, in a simple form and let the story tell itself.  At cluttered trade shows, ambiguity marketing creates a stronger pull than a "me too" booth pushing samples and swag and demos and stuff.  In partnership with On Board Experiential agency,  Kashi took a chance-  and took a stance - with this minimalist design and the attention it generated with a powerful silence. I suspect that it's also highly relevant and resonant to their audience of customers who care about 100% whole-grain non-GMO plant-powered breakfast cereal that is grown responsibly.  Bravo! Read more about it here.  http://www.eventmarketer.com/article/kashi-anti-booth-certified-transitional/