KIND is a snack brand with a difference. Nice, nutty, chocolatey bars – yes. But they’re much more than that.
At the core of their brand purpose is a major focus on community and the idea that small acts of kindness can change the world.
They walk the walk as much as they talk the talk – and it’s been our job to bring this to life on a number of channels since 2018.
We create always-on content for social across Europe.
This includes supporting several new product launches and big brand campaigns. We’re the hub that liaises with agencies and clients in a number of countries.
Content stays true to KIND’s distinctive house style, using block colours and bold type. And we always hero the hero ingredient – nuts. Appetite appeal and nutritional info go hand in hand to get bellies rumbling and thumbs clicking.
The world changed a bit in 2020. Many brands shifted to a direct to consumer offering – and KIND were no different. We helped launch their store, and have continued working on it since.
We drove awareness with a range of campaigns running across Instagram, Facebook, YouTube and BuzzFeed, and supported seasonal activity with influencers. We also ran purpose-led Good-Loop campaigns. These allow brands to donate to charity every time an ad is clicked. They helped us bring a little kindness into every we did – an essential part of the company’s ethos.
2021 saw our remit expand to delivering PPC and search campaigns, supporting the D2C site.
We use an always-on approach, as well as targeting (and retargeting) customers around key shopping dates, and let people know about special offers.
The work shifted people from searching to shopping, with over 24,000 clicks generated this year.