Snack and Give Back

Campaign: Snack and Give Back
Company: KIND
Nonprofit Partners: Committee to Protect Journalists, Broome Street Academy and the Alzheimer’s Association
Launch Date: November 7, 2012

Campaign Description:

KIND Healthy Snacks has launched a holiday Snack & Give Back cause marketing effort in partnership with Arianna Huffington, Bobbi Brown and Grace Potter. Consumers are encouraged to purchase one of three limited edition, custom designed and personally-curated KIND “cubes” at $42.95 each to show their support for the Committee to Protect Journalists, Broome Street Academy and the Alzheimer’s Association— charities of personal importance to the involved celebrities. As part of the campaign, KIND is making a $10,000 donation to each charity.

Our Take:

KIND has co-mingled an interesting blend of cause, custom product packaging and celebrity for this holiday campaign. Of concern is the language used to describe contributions to participating nonprofits, stating “A portion of sales from each cube will help KIND support selected charities”. A footnote informs us that KIND is making a guaranteed donation of $10,000 to each selected charity, leaving the consumer uncertain as to whether their purchase has an impact on the charitable donation or not. As we learned in this week’s webinar about New York’s new cause marketing guidelines from Attorney Ed Chansky, Thou Shalt Not Mislead. This campaign is a timely example of the importance of that commandment.