KIND Snacks Partners with Kristin Cavallari and Tori Spelling for a Nostalgic Back-to-School Campaign
With the back-to-school shopping season starting earlier than usual these days, KIND Snacks is aiming to connect with millennial parents on a variety of channels with its new campaign.
The brand’s new back-to-school campaign partners with TV personalities and moms Kristin Cavallari and Tori Spelling to connect with parents, particularly millennials, by evoking a sense of nostalgia. The campaign aims to create a relatable and comforting experience for parents navigating the hectic back-to-school season by leveraging familiar faces and nostalgic themes from the early 2000s, just like Red Robin did earlier this year with their limited time offering.
Emily Strobel, VP of Brand Marketing, said that KIND has always been a go-to snack for both kids and parents during the busy season. In the past, they were more focused on helping everyone get back into routines by highlighting the various snacking occasions that KIND can offer throughout the day. Strobel added that while most brand-led back-to-school campaigns are often sales-focused, KIND’S campaign wants to bring a lighter, more relatable tone to reach parents during this crowded time.
“As this year’s back-to-school season coincided with our new KIND Kids launch, we really focused on connecting with parents to serve as a foundation for future KIND Kids launches,” said Strobel. “We’re hoping the new bars can make the back-to-school shopping and lunch packing an easy solution for families seeking nutritious and delicious snacks.”
KIND’s campaign is advertised through various channels including TV, online video (OLV), and social media platforms such as Meta, TikTok, and Pinterest. It also utilizes YouTube, audio podcasts, earned media relations, and partnerships with DoorDash, in addition to paid media. As of August 22, KIND Kids bars will be included in DashMart orders nationwide as a way for families to try the new bar as a complimentary sample. However, it is unclear how much the brand has allocated to this campaign in terms of its marketing budget.
While the Gen Z and Gen Alpha demographic is returning to school, KIND is intentionally focusing on millennial parents because they are the “gatekeepers” who do the shopping, pack snacks, and organize lunch boxes. Kristin Cavallari relatably captures the real-life stress parents experience during the back-to-school season. When it comes to kids and snacks, parents prioritize nutrition while kids seek delicious options. With KIND’s school-friendly KIND Kids bars, both parents and kids can find what they are looking for, satisfying the needs of both groups.
Strobel said that the campaign is the first introduction of the new KIND Kids platform, which will continue to expand to include more school-friendly products that both parents and kids will love. More broadly, she explained that KIND is redefining snacking by offering products that are ‘all kinds of good,’ ensuring consumers never have to choose between what tastes good, feels good, and does good. KIND’s back-to-school campaign aims to demonstrate how it is delivering on that promise.
“We surprised and delighted our KIND parents with our throwback content just ahead of the back-to-school season, because KIND wanted to shine light on parents’ most stressful time of year with a nostalgic and comedic twist while also introducing a new nutritious and delicious snacking solution for busy families,” said Strobel.
