KIND Healthy Snacks
Creating the KIND Movement in Canada
To encourage Canadian consumers to “choose KIND” amidst the myriad bar options, fuelled by education, influencer and media efforts.
Felicity was selected as the first-ever PR partner for KIND Healthy Snacks in Canada through a competitive RFP. The communications strategy groundwork was laid through Felicity’s proprietary Content Collective process. The team brought together key media, stakeholders and influencers to the table to co-create the KIND Narrative Strategy alongside the client brand team.
An approach was developed to help KIND stand out. After learning through the Content Collective that changes to Health Canada sugar consumption guidelines were coming, Felicity polled Canadians’ attitudes and knowledge about sugar, and leveraged these stats to distinguish KIND products favourably within the guidelines compared to other higher-sugar snacking options.
In addition, Felicity created a multi-faceted PR plan that included targeted media, influencer and dietitian outreach tapping into timely trends and themes. We even dispensed local KINDness in Montreal. In exchange for voting on why they thought Montrealers were “kind,” consumers were given a free KIND bar and an idea to keep the kindness going.
The program exceeded initial goals with over 28,000,000 media impressions in broadcast, print and social.