Purposeful snack brand Kind extended its XM presence and widening its visibility during November’s World Kindness Day, and beyond.

At Kind’s activation at Toronto’s Stackt market, visitors are invited to contribute notes written on colourful ribbons and make a donation to charity, The Shoebox Project for Women, which Kind Snacks will match up to $5,000.

Last year, Kind held a west-end Toronto pop-up giving around 2,500 Torontonians samples while also donating to the Parkdale Community Food Bank.

Roohani Chauhan, marketing lead for Kind Canada, tells strategy the success of last year’s event highlighted the importance of community engagement and kindness, inspiring the new addition of a wall of uplifting messages. Stackt market provides a vibrant and flexible retail space that encourages community engagement and supports local entrepreneurs, Chauhan adds.

At the market, the CPG is sampling its core nut bars, featuring Dark Chocolate Nuts & Sea Salt, Caramel Almond & Sea Salt and Dark Chocolate Cherry Cashew SKUs. Kind typically launches integrated campaigns to support product innovations during key strategic periods, including back to school and World Kindness Month, key calendar moments when consumers are most likely to engage with its products.

“While there is still room for growth to compete with larger brands, we have observed a marked increase in consumer recognition and awareness over the past few years,” Chauhan says, adding the company goes after Gen Z and younger Millennials who want to support a community-minded, purpose-led brand.

Agency partners for its work include McCann and EssenceMediacom. PR shop Devon Communications led this campaign, developing both the strategy and Stackt partnership.

The brand is primarily using a social, digital and influencer approach to promote the event, which will be running until Dec. 29. Kind also held a community preview on Nov. 13, World Kindness Day, where influencers and consumers built care packages for The Shoebox Project.