Snack bar brand Kind is introducing “Carl Beakman” as its comedic “spokesbird” and “Seed-EO” to promote its new Seeds Nuts and Fruit Bars innovation, coming to Canada in two flavour SKUs.

Roohani Chauhan, Kind Canada’s head of marketing, says the Mars Wrigley-owned brand is going after better-for-you snacking segment, which values ingredient transparency. That’s why Kind is embracing a quirky, seed-obsessed cardinal.

“By tapping into the natural connection between birds and seeds, we’re making this launch fun and unforgettable,” Chauhan says, likening the work to Parks & Recreation or The Office. “This lighthearted, sitcom-inspired approach adds an engaging layer to the campaign.”

This ingredient innovation is Kind’s key differentiator in a crowded protein bar segment, Chauhan adds.

Kind is also deploying its “all kinds of good” brand platform, an evolution of its previous “all the flavour, nothing to hide” positioning.

The idea behind “all kinds of good” is that no one should have to choose between what’s good and good for you, part of a move away from the ingredients-centric messaging it’s used previously.

Kind has been increasingly engaging younger consumers, widening its visibility during November’s World Kindness Day at Toronto’s Stackt market, and for this campaign, including sampling and influencer programs to connect to the target audience.

Stateside, meanwhile, Kind leaned into the Gen Z cultural TikTok self-care phenomenon of “bed rotting,” tapping stars of the Bravo reality show, Summer House, to promote its loungewear line and bedside snacks in a January, socially-led campaign by Zeno.

The recent bird campaign, by McCann Canada, is coming to life via OLV, connected TV, social, digital and OOH. It’s running until June 30.

Devon Communications was public relations lead, Essence Mediacom handled media.