The challenge

To infiltrate the London sport and fitness scene, elevating KIND’s status and brand awareness as the go-to healthy, tasty and nutritious snack with less sugar than competitor brands (such as Eat Natural). No budget to pay for influencers.

The solution

To build a network of influencers (nutritionists, PTs, fitness media) we could use in the media to talk about healthy snacking, and KIND

To pit KIND bars alongside its competitors in taste test round ups to build its credibility as a category leader

To target the places our top fitness influencers and key KIND consumers go in order to spread brand awareness and position KIND as the go-to snack

Results

• Positive coverage achieved in top fitness and running publications, with all key messaging, including Men’s Running, Women’s Running, Runner’s World, Fit & Well, Triathlon Plus, Trail Running

• Secured ongoing partnerships for KIND with top athletic brands such as Lululemon, Rapha Cycling (which resulted in a listing in their cafes) and WeTrain Fitness

• Introduced KIND to some of London’s most influential gyms and fitness studios including 1Rebel, Barry’s Bootcamp, KOBOX, Third Space and Fitness First