How do you establish yourself as a new official sponsor of the England team in a World Cup year when fellow partners are outspending you 100/1? How do you do it only 4 months after signing the contract? How do you gain share of voice against a backdrop of competitors showing up when and how they choose? Most importantly, how do you ensure you deliver a campaign that drives your brand and business objectives in sync?
Much like the Lionesses, rather than emit a meek meow for our first Women’s World Cup campaign, we decided to ROAR. With a through-the-line campaign, dominating media, PR and in-store space, we placed KIND at the forefront of mental and physical availability throughout summer.
Our objective was clear: to establish KIND as the healthy snacking partner of the Lionesses, and through our ‘what fuels you’ platform we executed this across numerous touchpoints. Generating cut-through, all whilst competing against, and differentiating ourselves from, other, more established partner brands, with bigger budgets to work with.
At KIND, we do things differently. Operating in a tactile and disruptive manner to upset the status quo, we landed KIND as the leading partner of the FA and England Lionesses.
Delivering unprecedented success across all of our objectives and quantitative measurements, this campaign delivered record-breaking growth and performance numbers for KIND.
