Context
The UK snacking category is crowded, and shoppers are hard to please. Consumers want to treat themselves, but increasingly, they want to feel good about it too. KIND’s Milk & White Chocolate Nut bar was the brand’s most indulgent recipe to date, and its first move into milk and white chocolate inclusions. It solved a real shopper tension; the age-old divide between milk and white chocolate lovers, answered in a single, nutritious bar. From a retailer’s perspective, it filled a genuine gap.
Strategic Insight
A strong product launch only works if the trade press covers it. We knew that pairing the NPD announcement with sharp industry insight would elevate it beyond a standard news release, giving grocery and convenience media a reason to run the story on their news pages, not just in their product roundups.
Creative Concept
We built the campaign around a compelling NPD press announcement, backed by category insight that framed the Milk & White Chocolate Nut bar as a genuine commercial opportunity for retailers based on a consumer need. The goal wasn’t just awareness, it was news page placement, to put the product front of mind of buyers.
Full Colour
Result One:
CLEAN EDITORIAL SWEEP
18 placements across the grocery and convenience media landscape
Result Two:
REACH
The NPA reached almost half a million industry professionals
Result Three:
PRODUCT RECOGNITION
95% of coverage featured an image, making the bar look as good on the page as it does on shelf