Food company KIND Snacks UK has joined forces with creative social media agency, Media Bounty, to launch its new protein range.

London based agency, Media Bounty’s first step was to undertake a social audit for the brand. Following this, the team focused their attention to supporting the new product launch through a paid media strategy. This strategy leveraged branded content in a bid to drive awareness of the new KIND Protein range across relevant audiences on Facebook and Instagram.

KIND believe that if you can’t pronounce an ingredient, it shouldn’t go into your cupboard, let alone your body. That’s why KIND snacks are made from whole nuts, fruits and spices bound together with honey. The new KIND Protein range is handmade, with 12g of protein in each bar and is available from Amazon, Whole Foods Market and select Sainsbury’s Locals.

Media Bounty’s account director, Charlie Bennett said: “Our initial strategy work with KIND allowed us to study the brand and products. We’re delighted to now be part of the new protein range launch and to build our partnership with KIND.”

John McManus, UK Marketing Manager at KIND, added: “Media Bounty created a comprehensive media strategy around launching our new KIND Protein bars and offered their expertise at each step of the process. Their commitment, high quality delivery and creativity makes them a valuable partner for us.”

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With an estimated 22m ‘flexitarians’ in the UK seeking to reduce their meat consumption, there is an increased appetite for healthy, protein-rich alternatives. After years of research, the team behind Meatless Farm have created a range of products that not only deliver on nutrition, they also taste delicious. In advance of the brand’s launch, Media Bounty were brought on board to conduct a social listening and strategy piece to understand the cultural landscape, competitor market and shopper behaviour of the target audience.

From fully-fledged vegans to those taking those first tentative steps towards meat reduction, the research exposed a number of uniting factors – everyone is looking for food that tastes great and offers enough versatility to be incorporated into their day-to-day lives. With this in mind, Media Bounty developed a full digital strategy to deliver the ‘Meat Free, Not Taste Free’ message in support of the launch of Meatless Farms mince and burgers into Sainsbury’s.

Ahead of retail launch, Media Bounty have planned and produced content to be used across Meatless Farm’s owned social media channels, programmatic display ads and partnership content. The initial media phase will focus on A/B testing, trialling creatives and messaging against our key audience break-downs, carrying these learnings into 2019 Q1 activation.

Morten Toft Bech, Founder of Meatless Farm, said: “This is a new and truly innovative category to be operating in. While our products are all lovingly made with plants, what really makes Meatless Farm different is the taste – a point that the team at Media Bounty were quick to pick up on. We’ve developed a really effective partnership based on listening to our audience and delivering on their needs – we can’t wait to see what the future holds for the brand beyond this exciting launch into Sainsbury’s.”

Media Bounty’s Account Director, Charlie Bennett, said: “There are so many benefits to long-term meat reduction and this is a cause close to the hearts of many in our business. Meatless Farm operates in such a refreshingly reactive and honest way, genuinely putting their all into developing products that deliver on taste and ethics. We couldn’t be more excited to be working as their launch partner and look forward to a long and fruitful relationship with the brand.”

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smp, the London-headquartered commerce marketing agency, has announced two new specialist appointments to its Amazon team, to support the agency’s ongoing international growth. Bella Bui has been appointed Media Buyer, with Febby Mpundu appointed Content Specialist.

Following a series of new business successes in the tech sector, the new appointments will bolster smp’s dedicated Amazon team established earlier in the year.

Headed up by smp’s Head of Planning, Chris Cooper, the Amazon team, which also includes dedicated Amazon account managers and data analysts, will continue to support clients’ growing Amazon demands. Its focus is on using Amazon Advertising tools to reach and influence shoppers at every stage of the purchase journey, from discovery and search through to purchase.

As a result of this growth, the agency today moves from its Charlotte Street offices, which have been the agency’s home for over a decade, to Aviation House in Holborn. The move allows smp to accommodate the expanding team and focus on growing its eCommerce offering and Amazon expertise, still within touching distance of some of the best shopping streets in the world.

Managing Director, Chris Carter added: “It’s a very exciting time for smp, thanks to new business wins and the growth of the Amazon side of our business. We needed to boost our specialist team to meet demand and are very happy to welcome Bella and Febbi on board. We’re looking forward to continued growth and further strengthening our offering in delivering solutions for an ever-evolving shopper journey.”

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