KIND Snacks kicked summer off by letting people build their perfect nut bar. This allowed guests to discover the brand on their own terms and even spread some kindness through positive messaging. With a custom step van, 3D props, and over 16 toppings to choose from, this brand activation was ready for the big time.
Click the video below to watch the London sampling event in action!
Who are KIND?
Known for its wide selection of nut and protein bars, KIND Snacks is a brand built around simple ingredients and a playful identity. They don’t believe you should have to choose between what’s tasty and nutritious, and it’s why KIND nut bars are designed to strike the perfect balance.
The brand also loves to engage with fans online. So, it makes total sense to bring visuals, samples, and socials together for one unbeatable campaign!
What did KIND want?
The brief was to build a live experience that would capture imaginations and spark plenty of user-generated content. They quickly decided on an American step van, or multi-stop FedEx truck.
Wrapped in KIND’s branding, social tags, and a nut-based design, this vehicle would serve as the beating heart of the activation – with a custom interior where staff could whip up whatever guests had in mind.
This activation would need:
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A custom van with serving hatch and KIND nut bar replica
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Over 16 toppings, all supplied by Promohire’s fulfilment team
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Branded nut bar containers for consistent visuals
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A freestanding wall where guests could write positive messages
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A selfie stand with mirror for snapping and sharing
How did Promohire help?
KIND’s ambitious ‘Toppings Tour’ gave us a chance to contribute more than the branded step van.
1. Building the sampling setup
Exterior branding aside, KIND’s promotional vehicle would need to be practical, with space for at least two servers to work comfortably. We installed the toppings containers behind the serving hatch to make engagement a breeze, plus extra counter space and easy-clean surfaces.
2. Fabricating focal points
Roof props, product replicas and freestanding photo walls help brands own the activation space. That’s why our design and build team got to work on a giant KIND bar, plus a ‘kindness wall’ where guests could leave messages at each venue. This would be wiped down in the evening, ready for fresh handwritten notes the next day.
3. Crafting the selfie stop
To encourage guests to post online, we produced a selfie point where they could snap their nut bar creations and share them on socials for the chance to win a London getaway. The result was a spark of interactivity and a reason for attendees to take the brand experience online.
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4. Taking charge of venues
KIND’s promotional campaign had several venues to book and manage. Kicking things off with a media day in Trafalgar Square, next up was London’s South Bank, followed by Leeds, Manchester and Dublin. Our team arranged all of this on KIND’s behalf and took charge of logistics so everything was delivered on time, every single day.
5. Providing samples & caterers
It was also up to us to deliver the various nut bar ingredients, complete with branded containers. We also hired the experienced catering staff who knew exactly how to work the crowds, serve up delicious treats, and maintain a clean workspace.
What was the result?
KIND’s Toppings Tour was a big success! The step van generated huge crowds enjoying the start of summer, as everyone showed up to learn, try, and take part.
And with over 17,000 KIND bars handed out in just one day, plus endless topping combinations, the brand has been able to reach more customers than ever before.
The van itself pulled triple duty as a sampling station, brand engagement hub, and photo backdrop – starring in plenty of social media shorts throughout the campaign.
Ready to create a moment worth sharing?
Great campaigns don’t happen by accident. From sourcing the right vehicle and creating eye-catching props to managing venues and samples, it’s the behind-the-scenes details that decide if an activation’s one to remember.
For KIND, that meant turning a step van into a mobile experience, managing ingredients and catering staff, and building opportunities for people to get involved.
So, whether you’re planning a simple launch, awareness event, or sampling campaign, we can help you create an experience that people can’t help but share.
