Snack food brand Kind has launched its first-ever out-of-home campaign in celebration of the brand’s partnership with refugee support organisation Choose Love.
Kind’s campaign will consist primarily of billboards displaying poignant unsung acts of kindness from local people, with the brand searching the nation for heart-warming stories.
It is hoped that by giving such stories a wider platform, members of the public will find inspiration in them to take into their own daily lives.
Digital and print ads will be featured across London, Manchester, Bristol and Edinburgh forming part of a wider brand strategy which is set to include PR, digital and influencer marketing activity, alongside limited-edition on-pack designs.
Kind has recruited Iranian artist and Choose Love ambassador Majid Adin for the campaign, who created a selection of specially designed packs inspired by the partnership.
Having made a £50,000 donation to Choose Love, Kind has now embarked upon a search for ‘Britain’s kindest person’, and will be building a 4m-high statue replica of the winner, in an iconic London location in September.
“We’re really proud to be launching our first ever out of home campaign – it’s a significant milestone for Kind and one that will hopefully make a small impact on the communities in which the acts have taken place and the ads are displayed,” Kind Snacks UK marketing director, Audrey Arbeeny said.
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“While our bars have always been about ingredients that are kind to your body, this campaign goes beyond product to remind people of the impact that kindness can have.
She continued: “It is also an important reflection of the core value that both Kind and Choose Love share in embracing the power of kindness and love and the reason for our continued partnership.”
Choose Love founder and CEO, Josie Naughton added: “For the last 5 years Kind have supported Choose Love and our mission in the most incredible way.
“They have now taken this support to the next level and we couldn’t be more excited to see the Kind X Choose Love limited edition bars across the UK.
“Kind and Choose love are joined by our values and our belief in the world that can bar created when we invest in Love and kindness.
She concluded: “Not only will this collaboration with our favourite artist Majid Adin spread this message but it will also impact the lives of refugees around the world. We are so grateful.”
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