A KINDer world to get behind

KIND campaign

KIND Snacks, official partners of the England Football Team, are excited to be supporting the lionesses down under this summer.

In case you weren’t aware of these delicious snacks, KIND® (acquired by Mars in 2020) is committed to creating great tasting bars with nutrient rich ingredients. Whole nuts take centre stage, showcasing simple nutrition while promoting its core value, kindness.

At KIND®, the ethos is a little different – delicious and convenient snack that are economically sustainable and socially impactful, with a goal to make KIND® not just a brand, but a state of mind and a community that works together to build a kinder world.

The brand uses immersion, pop-up events, out of home activations to communicate its message and shapes its social media strategy around its mission with purpose-driven content.

As part of the recent marketing mix to support the Lionesses, KIND® created a message of support the size of a football pitch, visible from the sky as the Lionesses took off to Australia

KIND® | England Football

The 100 metre wide by 20 metre tall message, which reads ‘LIONESSES, YOU’RE OUR PRIDE’, was visible from 20,000ft high on the Heathrow flight path at Thornbury Park as the team departed for Australia.The warmth of fans were felt in the thousands of messages collected by KIND®, with people from all over the country wishing the Lionesses well and sharing their personal stories of how the players have fueled them personally, ahead of their first game on 22nd July. Messages were also supplied by former football internationals Faye White and Rachel Yankey. #proudofourpride

Whilst brand communication is vital, Mars also understands the importance of marketing to a narrow, highly qualified audience to nurture the decision-making process and persuade buyers who are in store, ready to purchase, highlighted here with Retail Media Group national trolley advertising in the network of Tesco stores.

Trolley Advertising: Tesco | KIND | Mars

In June this year, Mars launched their regular football-themed instant win promotion to celebrate the FIFA Women’s World Cup Australia & New Zealand 2023™. The SupportHer promotion offers thousands of prize vouchers for free products – plus cash prizes, footballs, bottles and shirts.

The advertising encourages the purchase of any Kind®, Snickers, Twix, Galaxy Ripple, Mars® bar, Skittles, Starburst or Extra product, to scan the QR code in your participating store or visit www.supporther.co.uk, enter the last four digits of your product’s barcode and register your details to enter.

The promotion runs until 11 September 2023. https://www.kindsnacks.co.uk/SupportHer

Our latest retail reel can be found here.

Please contact us if you’d like to hear more about trolley advertising – sales@redbusmedia.com

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