KIND is reinforcing its brand messaging with a new campaign aimed at reigniting consumer loyalty by addressing the inherent tension many feel when it comes to healthy snacking. This campaign specifically targets Gen Z consumers who seek snacks that are both delicious and beneficial. By tapping into this need, KIND aims to reinvigorate loyalty among this key demographic.

Featuring comedians Eric Wareheim and Atsuko Okatsuka, the campaign addresses the common tension in snacking—while the brain wants to eat healthy, the stomach craves indulgence. KIND is redefining snacking by offering an option that is “all kinds of good,” ensuring consumers never have to choose between what tastes good, feels good, and does good.

The Chief Creative Officer at ENERGY BBDO, Josh Gross, noted that most consumers have good intentions about being healthy, but the reality of their shopping baskets is often much more indulgent.

In spite of their concern for health and wellness, Gross said they buy cakes, cookies, and ice cream in abundance. Even though numerous innovations in the snacking industry have made it easier for consumers to find a balance between healthy eating and tasty eating, true balance in snacking remains elusive. ENERGY BBDO and KIND aimed to bridge this gap and remind consumers that they never have to settle when it comes to healthy snacking.

“We want to carve out a more motivating, more distinctive, more taste-forward space for the brand,” said Gross. “Something that cuts through the ‘blandness’ of healthy snacking in a fun and memorable way.”

KIND is running its ad spots on Meta, TikTok, and Snapchat, targeting parents and Generation Z in order to reach their growth target audience. Since this demographic spends most of their time on these platforms and actively searches for healthy snacking content, the brand chose these platforms.

However, the campaign’s media plan has been tailored to reach each identified target audience. While it is unclear how much the brand is allocating its marketing budget for this campaign, a variety of tactics are being tested and refined, leading to the new campaign appearing across a range of channels—from Snapchat to broadcast television.

“All Kinds of Good” is the inaugural release among numerous new creative assets set to debut in the upcoming months. This initiative is part of a refreshed brand strategy, ensuring that consumers no longer have to choose between what tastes good, feels good, and does good.

3 Questions with KIND’s CMO Osher Hoberman.

Since you joined KIND, what are some goals you wanted to accomplish?

“One of my goals since joining KIND is to create a distinct and cohesive brand world that transcends the healthy bar category and pushes towards health and wellbeing in snacking. The category convention has been to focus on functional benefits and product characteristics. We are taking a different approach by celebrating the emotive benefits of snacking in our communications. We’ve taken the first step in doing that with the launch of this new campaign, “All KINDs of Good”. This campaign shows how KIND consumers don’t have to compromise between what Tastes Good, Feels Good, and Does Good. We have a lot more to come later this year and next year that will build upon this brand world.”

You were previously at Mars for almost 20 years. How has that experience shaped you for this role at KIND?

“One of the highlights of my time at Mars was when I launched Snickers’ iconic “You’re Not You When You’re Hungry” campaign, which is still globally resonant to consumers today. That campaign continues to be successful today because it was rooted in a universal human insight expressed through a unique creative construct that became a breakthrough communications platform. I learned a lot from that work, and my ambition is to bring that same consumer obsession, creativity, and strategic thinking to create a brand world for KIND that can also transcend time, consumer groups, and geographic boundaries.” 

KIND is a newer brand and its audience is younger. How do you plan on having ad campaigns resonate with this audience in the long run?

“This new campaign, “All KINDs of Good”, is rooted in the inherent tension we all feel between treats (joy) and intentions (health). It’s a constant tug-of-war with ourselves – no matter what age group we belong to. Our Stomach craves something delicious and enjoyable to eat. Our Brain tells us to be sensible…eat better…more whole foods. We seek a snack where we enjoy ourselves without abandoning good intentions. KIND hits the sweet spot between enjoyment and nutrition – the perfect combination so that you can feel good, without worry.”