The challenge

Launch and establish KIND Snacks, the US’ number one healthy snack bar, as an industry leader within the UK snack bar market and support retail listings, primarily its initial stockist Sainsbury’s.

The solution

An initial year-long campaign focused on four tiers:

1. TRADE: Established KIND as THE healthy snacking leader and supported retail listings through placement in key food trade titles, providing expert comment form KIND to position the brand as industry leaders

2. CONSUMER: Launched KIND Fruit & Nut and Nuts & Spices ranges to consumer lifestyle media, focusing on primary health and taste messaging

3. INFLUENCERS: Introduced KIND to influencers, establish a network, communicate KIND’s taste + nutrition credentials

4. EVENT / BRAND PARTNERSHIPS: Secured sampling opportunities with target consumers via influential brands + events

The results

• 80 articles featured KIND Snacks (KPI: 80%)

• 78.75% of editorial included at least one brand message,
stockist + visual (KPI: 75%)

• 93.75% of editorial featured an image (KPI: 90%)

• Over 3,350 bars seeded to 330 top tier influencers and media

• Relationships built with brands such as Lululemon, KOBOX,
Deliveroo and more

• Executed a photoshoot to create a stock of quality lifestyle
photography to be leveraged via social + editorial