Challenge
While there is growing interest in whole grains for health benefits, to get Kamut® mentioned in the Ancient Grains dialog while explaining the trademark and its benefits to manufacturers and consumers was our focus.

How
We positioned charismatic company Founder, Bob Quinn, as a “Farming Futurist” to speak to trends in organic food, sustainable farming and GMO issues. By focusing on Kamut® recipes for professionals, chefs and consumers we created tremendous online and traditional media coverage. A key component of the Kamut® PR campaign has been to introduce the brand to influencers—including registered dietitians, cookbook authors and a variety of celebrity chefs, such as Rocco DiSpirito. Education has also been an important part of the campaign. We teamed up with Cricket Azima of The Creative Kitchen and Whole Foods for Kids Cooking Camps in New York City as well as media cooking events. Most recently, published research studies are supporting the heart health benefits and antioxidant properties of Kamut® Wheat.

Results
Global sales have been increasing each year. Kamut® Wheat appears consistently in nutrition books and cookbooks, is covered by the media and featured in recipes on a daily basis. Awareness is at an all time high following coverage on Dr. Oz, including a five minute segment as part of an Ancient Grain Story. From a sales perspective brands like Kashi, Kellogg’s and Cheerios are now featuring Kamut® Wheat in their products.

Digital Media: Click here to view the entire series featuring Bob Quinn for Kamut® Wheat