KIND 'Trust Your Taste Buds' Campaign
It is nearly impossible to start the new year without feeling overwhelmed by the constant chatter & noise about what to eat & how to eat…It’s hard to find clarity on what’s good for you through the chaos. That is why KIND snacks contain no-nonsense nourishment, leading with first ingredient wholesome almonds & nuts. Shut out the Noise. Trust your Taste Buds.
Brief
Internally, we were transitioning from a brand-led, agency-driven creative model to an in-house creative production approach. This shift will enhance cost efficiency while ensuring more cohesive messaging and integrated campaigns across the entire marketing funnel and consumer journey.
Externally, there were two jobs to be done for this campaign launch, while targeting KIND’s two target audience of Reliant Parents and Young & Hungry:
01
Reignite awareness and drive conversions for core products in Q1 by leveraging New Year health goals. Highlight nutrient-dense ingredients like almonds and position products as a simple, healthy, and delicious choice.
02
Lay the groundwork for year-long momentum by reminding consumers that our products are both wholesome and flavorful, catering to their New Year commitment to better eating.
We live in a world where everyone is confused by the constant chatter & noise around what to eat & how to eat...eat this, don't eat that, avoid this, make sure to include that. It's hard to find clarity in the chaos, but sometimes, the answer can be found in the simplest of places. That's why KIND contains no-nonsense nourishment by leading with wholesome ingredients, like almonds or peanuts, and deliciously complemented with chocolate or caramel. Nutritious & delicious. Shut out the noise. Trust your taste buds.
Role
As the Creative Lead on this campaign, I was tasked with concepting, storyboarding, and executing a full-funnel campaign. From driving awareness with the Q1 launch of our hero commercial to conversion-focused retargeting with retail display banners—and everything in between—every element and channel fell under my purview to ensure cohesive branding and storytelling at every touchpoint. Continuing to build on our culturally relevant, insight-driven creative foundation and our tagline, ‘Shut out the noise. Trust your taste buds.’
