Kind Snacks’ creative approach continues to evolve into a more playful tone with its latest campaign.
Earlier this spring, Kind showcased a “Seed-Suite” executive bird-man to promote its Seeds Nuts and Fruit Bars innovation. Now, its ambassador is a nuts-obsessed squirrel in its latest brand work with McCann Canada.
Roohani Chauhan, head of marketing at Kind Snacks Canada, tells strategy that the new platform’s lighthearted sense of fun creates connections with consumers on a personal level.
Chauhan says the CPG recently updated its brand approach to be more anthropomorphic and go beyond fact-based messaging on ingredients and nourishment. The optimistic and relatable tone of the creative touches on local perspectives with creatures and locations that are familiar to Canadians.
The brand recently launched Canada-specific social pages and has been working on always-on content. Additional sampling and activation events have been organized by PR partner Devon Communications.
“Packed with Nuts” is set to run nationally into the summer. The campaign debuted on social across Canada with out-of-home extensions in Ontario and print work in Alberta.
“With products that are perfect for on-the-go snacking, we like the idea of showing up in places where people are on the move,” Chauhan says. “While the campaign is featured in print in places like the Calgary Herald and the Calgary Sun, we also included wild postings and billboards for this very reason.”
Chauhan notes that, thus far, the campaign has garnered roughly 3.8 million impressions through placements in Toronto across the downtown core and along the Gardiner Expressway.
The creative team, led by McCann creative directors Athina Afton Lalljee and Benjamin Playford, says it proudly steered away from AI-generated imagery to create a piece made solely with practical effects. The work combines nature photography with hand-crafted practical prosthetics captured on site.
In a competitive category, Kind’s differentiator is that it’s one of the few snack-bar brands that uses real, whole nuts, Chauhan says, adding that the company’s product variety addresses a broad range of consumer preferences.
