KIND Frozen Product Launch
Agency
The Integer Group
Work
Shopper Marketing Strategy, Creative, Integrated Marketing
Background
KIND, a longtime leader in the healthy snacks category, was preparing to launch a new product and enter a new category - the frozen aisle. Our goal was to develop an integrated shopper marketing program to support the national launch of KIND Frozen (being launched exclusively at Walmart). Strategic Approach
As the Account Planner on Integer's Mars Wrigley/KIND team, I leveraged shopper data, consumer and market insights to develop the shopper marketing strategy and guide creative for the launch of KIND Frozen in nationwide Walmart stores.
The Spark: Health-mindful shoppers want to treat themselves when they want, in a way they can feel good about.
The Strategy: Get Walmart shoppers who are open to buying KIND and other better-for-you brands to buy the best new thing in the frozen aisle by showing them it's the best choice for a tasty (but better-for-you) snack.
The Idea: This is not a dessert: it's an anytime frozen creamy almond bar.
