Kind Snacks Launches Kind Almond Acres Initiative with Immersive Digital Activations
Kind Snacks Launches Digital Activations for New Regenerative Agriculture Initiative
Kind Snacks has announced the launch of its Kind Almond Acres Initiative, a three-year regenerative agriculture pilot project in California. The initiative aims to promote sustainable sourcing of ingredients and educate consumers on the importance of environmental considerations.
As part of the initiative, Kind has partnered with Snapchat to create an augmented reality (AR) lens that allows users to explore the Almond Acres Initiative through their camera. Users can interact with various icons in the orchard, offering sustainability information and fun filters like transforming into an almond or a bee.
In addition to the AR experience, Kind has also introduced a designated landing page where consumers can follow the progress of the initiative through long-form video and virtual reality (VR) experiences. The landing page features a VR tour of the orchards, challenging users to find five “hotspots” for additional information.
According to Kelly Solomon, CMO at Kind, the initiative aims to make regenerative agriculture more accessible and engaging for consumers. The brand is committed to sourcing 100% of its almonds from orchards using regenerative agriculture practices by 2030.
Kind’s efforts to promote sustainability and environmental education align with consumer trends, particularly among Gen Z shoppers who prioritize eco-friendly brands. The brand’s latest marketing plays, including the AR experience and VR tour, are designed to communicate the value of the Almond Acres Initiative in a gamified and immersive way.
Kind has also announced additional cause-driven efforts, including a partnership with the University of California, Merced to award the first-ever “KIND to the planet” scholarship. The brand is also a member of the California Water Action Collaborative, dedicated to improving water security in the state.
With double-digit growth in the past year and a focus on sustainability, Kind Snacks continues to innovate and engage consumers through its marketing efforts. The brand’s commitment to regenerative agriculture and environmental education sets a positive example for the industry.
