KIND goes for humor to edge out the protein bar competition

The fitness industry is not particularly known for having a sense of humor, especially when it comes to advertising for protein supplements and bars. It’s mostly a sea of buff torsos and boasts of protein gram counts.

KIND bars have always advertised based on their “real food” ingredients and now they’re carrying that approach over to their new protein bar products— but also bringing in Funny or Die and Anna Faris to infuse some humor into their digital campaign as well.

The campaign includes the above video and social posts emphasizing the bad reviews users have left about competing bars. The video feels a little like a different riff on the popular videos of celebrities reading mean tweets about themselves. It’s “edgier” than previous KIND advertising or competition advertising because of the (censored) cursing, but the campaign’s down-to-earth, funny tone makes it more relatable than a lot of other health-and-fitness oriented advertising which might help it reach beyond that limited audience.

As part of the campaign, KIND is also encouraging the curious to do a taste-test of their new bars alongside the competition. From AdAge:

“Kind plans to send the first 10,000 people who sign up online one of four competing bars of their choosing—Quest Peanut Butter Supreme, ThinkThin Lemon Delight, Clif Builder’s Cookies ‘N Cream or Power Crunch Red Velvet—plus a Kind Protein bar to do their own taste tests.

There have also been more traditional in-person events. Earlier this month, 99 percent of taste-test participants in Miami and 93 percent of those sampling the products in Orange County, California chose the Kind Protein bar over a competing product, Nannis claims.”

Their choice of celebrity in Anna Faris definitely fits well with the overall tone of the campaign, and she’s been sharing the campaign on her own social accounts for the cross-post influencer boost so many brands neglect to take advantage of.

Screen Shot 2018-01-18 at 4.52.26 PM
via Anna Faris on Instagram

The KIND bars do contain fewer grams of protein than some of their competitors which might rule them out for the serious weight-lifters, but for the majority of consumers looking for a slightly more balanced snack they might be just the thing to fit the bill. That makes the tone of the campaign and funny, friendly and cute choice of celebrity face a perfect fit.

It’s all a refreshing approach to the New Year, New You season of advertising.


Hat tip to AdAge for this one. Love this? See more Campaigns We Love hereNeed help measuring a campaign of your own? We can help with that