Creating the KIND Movement in Canada
To encourage Canadian consumers to “choose KIND” amidst the myriad bar options, fueled by education, influencer and media efforts.
What we did:
- 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.
- From the Content Collective insights, Felicity created a multi-faceted PR plan that included targeted media, influencer and dietitian outreach tapping into timely trends and themes.
- Felicity has continued to grow KIND in Canada through product launches, ongoing media + influencer relations and third-party partnerships; raising awareness and creating brand equity through emotional connections. KIND stands for more than a snack bar and Felicity tells the full brand story, across multiple pillars.
- The Felicity team has secured more than 150 million media impressions for KIND since 2017. Coverage ranges from tier-A media to influencer chatter to KOL pieces.