Kind
KIND offer a selection of nut based snack bars that are both delicious & nutritious, bringing both together, with recipes full of flavourful + high-quality ingredients. Recently purchased by Mars Incorporated, KIND has seen astonishing growth over the last few years and are the leader in their healthier snacking market. KIND are no strangers to sampling, having used it as a key focus in their marketing since they launched. With the rise of Covid, and increasingly heightened lockdown restrictions however – they reached out to Flavor to find alternative and indirect Sampling Channels to get their products into consumers hands!
Target
Reaching the right audience.
KIND’s audience is broadly spread throughout the UK, but there was a key focus and a primary target of 18-34 year old females, with an interest in healthy living and an active lifestyle. Flavor. used a combination of TGI , Acorn and proprietary data to identify hot-spots of KIND’s audience throughout the UK as well as delving into our database of over one thousand subscription partners to identify the most suitable partners and channels to engage KIND’s Target Audience. TGI Acorn proprietary data one thousand subscription partners
engage
Delivering impact in the right moments.
In total Flavor identified 8 suitable Subscription Partner s , who’s reaches ranged from 900 – over 200,000. We also identified New Home Sampling as having high indexing numbers of the Target Audience and being ideal for driving new acquisitions. Subscription Partner s New Home Sampling Target Audience Flavor planned, managed, contracted, integrated with Social media, and activated sampling through all channels – delivering more than 800,000 samples over 5 months – and integrating our standardised measurement methodology to track success and gain insight for future marketing campaigns. delivering more than 800,000 samples over 5 months A discount coupon was included in all channels to maximise conversion and drive understanding of the product.
The Stats.
- 800,000Samples distributed
- 550,000
- 9:1Return on Investment
- 34%Claimed Purchase
- 53%New Acquisitions
- 4.25 MillionRecommendations made
- 57Net Promoter Score
Integrated Sampling
Part of a connected sampling strategy.
This campaign formed part of a wider integrated sampling approach, combining multiple channels to maximise reach, relevance, and measurable impact.
By aligning targeting, engagement, and measurement, we ensured every touchpoint contributed to stronger overall performance.