Kind promotes sustainability with Snapchat tie-up, VR experience | Marketing Dive

Dive Brief: Kind Snacks today launched a series of digital activations promoting its new Kind Almond Acres Initiative, a three-year regenerative agriculture pilot project in California, per details shared with Marketing Dive. Activations include a partnership with Snapchat for an augmented reality (AR) lens promoting regenerative agriculture and a designated landing page where consumers can follow the initiative through long-form video and virtual reality (VR) experiences. The project represents a further commitment by Kind to sustainably source its ingredients and is the latest move by the brand to leverage education and the environment to appeal to consumers. Dive Insight:  Kind is often outspoken about its sustainability ties, with its latest effort proving no different. The Almond Acres Initiative and immersive digital activations tied to the program could help the brand boost consumer loyalty, arriving at a time when shoppers — particularly Gen Z — increasingly prioritize environmental considerations. As part of the newly launched Almond Acres Initiative, Kind will test regenerative agriculture practices across 500 acres of almond orchards owned by the brand’s supplier, Olam Food Ingredients, in Madera, California. The effort is meant to advance public research and a new commitment by Kind to source 100% of its almonds
Read More