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Saturday, December 10, 2011

Kohnstamm Communications Helps Lift Malt-O-Meal to Ad Age’s Venerable “Hottest Brands” List

Kohnstamm Communications was credited by Advertising Age Magazine as a key player in the emergence of Malt-O-Meal® as one of “America’s Hottest Brands” in its much-anticipated annual report.

Contributing to Malt-O-Meal’s national reputation, the St. Paul firm helped launch the company’s “Bag The Box” sustainability campaign, which emphasized the environmental benefits of using less packaging. As noted in Ad Age, the green initiative “generated a ton of free media, with articles appearing on, a blog by Fast Company, as well as other spots.” Other accolades include Cooking Light, which honored the line’s Frosted Mini Spooners® as a Grand Prize winner in the magazine’s annual Taste Test Awards; the variety is a best-seller at Walmart. Malt-O-Meal now commands 10 of the top 50 best-selling brands of ready-to-eat cereal.

Advertising Age reported that “despite no advertising, Malt-O-Meal grew sales by 5.1 percent,” outperforming big marketers Kellogg’s, General Mills and Pepsico’s Quaker Oats, and stated that Malt-O-Meal “has found new ways to talk to customers.”

Kohnstamm Communications president Josh Kohnstamm says that Malt-O-Meal became a client four years ago by eschewing advertising and initially turning to PR due to cost.

“It was through the process of embracing PR,” said Kohnstamm, “that the Malt-O-Meal team discovered its upside — that they could dramatically reinvent their brand image in an authentic, savvy way by engaging consumers and influencers as never before.”