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Kind Snacks Launches In Australia With Kindness-Focused Promo Campaign

February 18, 2021: 12:00 AM EST
The healthy snack brand founded in 2004 by serial entrepreneur Daniel Lubetzky – it is now owned by confectioner Mars – is launching in Australia with a marketing campaign that features kind Australians as brand ambassadors. The company eschewed celebrities and social media influencers, instead choosing people like the founder of volunteer organization Pets of the Homeless, and a former parish priest who has spent 39 years working to provide meals and education to kids in disadvantaged communities. The campaign reflects Kind's “not-only-for-profit” ethos, and its belief that businesses can play a role in improving things for everyone. Kind hopes to expand from the four people selected for the launch to as many as 500 community-minded Aussies.
Stephanie Palmer-Derrien, "How Daniel Lubetzky grew his snacks brand from a basement to a $5 billion business, and why kindness is key to a new Aussie campaign", Smart Company, February 18, 2021, © Private Media Pty Ltd
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