Kallø, the ‘naturally different’ food brand from Ecotone UK, is marking its entrance into the breakfast category with an exciting new in-store experience, building on a wider creative and out-of-home (OOH) campaign which launched at the start of the year. From 9th-15th March, Kallø will be bringing its latest product, Organic Granola, to life with a one-of-a-kind activation at the Waitrose flagship store in Canary Wharf, London.
The granola, which launched late last year, will take centre stage in a large-scale, interactive display featuring 3D-printed granola inside a giant bowl – inspired by the trend of adult ball pools.
Kallø is encouraging shoppers to ‘ghost their toast’ in favour of granola – the key message featured in the brand’s wider OOH advertising campaign launched this January.
The activation is designed to engage and excite shoppers, bringing Kallø’s fun and joyful brand personality to life. It also serves as a conversion stunt by incentivising people to buy the granola in store.
Cynthia Allaglo, Kallø Brand Manager, said: “Consumers are lacking creativity when it comes to mealtimes, and this is escalated at breakfast time – where a huge proportion of people habitually eat the same thing every morning. Kallø is pleased to help solve this by offering a naturally different option, helping to spark creativity and joy again. Our organic granola is also the sustainable choice, made with organic ingredients and no hidden nasties.”
“We’re thrilled to bring this interactive experience to Waitrose, to help spread the word of natural breakfasts and grab consumer attention at the point of purchase.”
Alongside the immersive experience, visitors will have the chance to win prizes, pick up branded tote bags, and grab discount coupons to try Kallø’s range. To help spread the word, Kallø is also teaming up with influencers, creating recipes, and running Waitrose gift card giveaways to encourage more shoppers to visit the store. The brand will also be running giveaway breakfasts to surrounding businesses, to help spread the ‘ghost your toast’ message.
This activation marks an exciting step for Kallø as it continues to grow in the breakfast category, offering a playful, interactive way to connect with customers and showcase its organic range.
Simon Grater, Mad River Founder and Creative Director, adds: “Our design for Kallo’s ‘Naturally Different’ breakfast activation builds on the rising popularity of playful, immersive experiences. Think adult ball pits, but with a delicious twist. By transforming the in-store space into an oversized cereal bowl, we’ve created a fun, hands-on moment that stops shoppers in their tracks and invites them to engage with the brand in a fresh way. We develop experiential activations like this because they spark curiosity, drive social sharing, and make brand interactions more memorable. We’re proud to support Kallo in reaching younger consumers through creativity that’s as natural and joyful as their products.”
