CPG & Grocery

Kind Tells People to Buy Fresh Food Instead of Packaged Snack Bars

The counterintuitive campaign involves a hidden farmers market in New York

Kind's counterintuitive campaign — Last year, Kind experienced 15% year-over-year growth.Kind

By Paul Hiebert

February 23, 2022

The latest campaign from Kind, the maker of granola, snack bars and smoothie bowls, isn’t what consumers have come to expect: Instead of persuading people to buy its products, the brand is telling the public to pick fresh foods instead.

Paul Hiebert

Paul Hiebert is Adweek's senior reporter covering CPG companies and the broader business of commerce.

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