KIND KiDS
Finding a snack that satisfies both kids & parents can be challenging, especially when it comes to school-friendly, nut-free options. Kids crave delicious treats that excite their taste buds, while parents want wholesome, healthy ingredients to ensure their children are getting the nutrition they need. KIND KiDS bar perfectly balances both needs by combining irresistible flavors like chocolate chips or blueberry muffins with real whole ingredients like, whole grain oats. Tastes good & it’s good for you, now that’s All KINDs of Good.
Brief
With the recent launch of our rebrand and All KINDs of Good equity platform, the KIND Kids innovation had to seamlessly align and ladder into our new brand world ecosystem.
For this specific campaign, we’re launching a new kids’ snack product that’s school friendly, and meet general school requirements, and delivers on fun, delicious, and nutritious.
01
Raise awareness on our new kids platform with the key RTB claim of ‘School-Friendly’, while building equity to extend our offerings throughout the next few years and win in that BFY kid’s snack space.
02
Messaging to target the gatekeepers, which are parents, guardians and even teachers of kids in the ages of 6-13. We are not messaging consumer packaged goods to kids under the age of 18.
Role
To launch this campaign, we leaned into our brand framework: snacks that kids love and parents feel good about. Inspired by the insight of everyday negotiations between kids and parents, we showcased a playful compromise—where kids get the tasty ingredients they crave, like chocolate chips and blueberry muffin, while parents get the wholesome ingredients of whole grains and oats. KIND Kids delivers on both: it tastes good and feels good.
As the creative director and lead designer, I developed and executed a 360° marketing plan, ensuring cohesive creative and messaging across the consumer journey—from OLV/FEP awareness videos and DOOH placements to digital retail sampling and beyond.
