Healthy snack bar brand Kind has launched its first out-of-home campaign, to encourage kindness among Brits and celebrate the brand’s partnership with refugee support organisation Choose Love.
The campaign sees Kind celebrate poignant and meaningful acts of unsung kindness from local people. The brand scoured the nation to find deeds that might have otherwise gone unnoticed to give them the platform they deserve as part of digital and print ads which feature in London, Manchester, Bristol and Edinburgh.
As well as being a first for the brand, the out-of-home campaign forms part of a wider, multichannel strategy including PR, digital, influencer marketing and limited-edition on-pack designs.
One of the ads tells the story of Iranian artist Majid Adin (pictured) and his positive experience of kindness from the British public as a refugee in the UK. As a Choose Love ambassador, Majid has also designed kindness-inspired packs in support of the charity partnership. The new look appears on three of Kind’s core bar variants: Dark Chocolate Nuts & Sea Salt, Caramel Almond & Sea Salt, and Maple Pecan Almond across both single and multipack formats.
Cementing the activity is a £50,000 donation from Kind Snacks directly to Choose Love, to support the charity’s humanitarian aid and advocacy for refugees around the world.
Kind Snacks has also launched a nationwide search to find the country’s kindest person, where Brits can nominate someone they know who has gone above and beyond to deliver acts of kindness. The UK’s kindest person will be celebrated with a 4m high statue in a London location in September.
The new designs will remain on shelves for approximately eight weeks.
