Have you heard of Restless Palate Syndrome? If not, you most likely haven’t visited Lifehacker.com or theonion.com recently where Kind Snacks is running their new digital campaigns. The brand, known for it’s natural line of bars and other food products, recently launched a new flavor competition accompanied by parodied medical commerical inspired video creatives to get your attention online.
Read on for digital insights from Kind Snack’s ad strategy over the last thirty days across desktop, mobile, and video. Don’t forget to sign up for the free report detailing spend and impression data, plus top sites and more.
Daphne Oz - celebrity chef, TV personality, and daughter of the famed Dr. Oz - stars in one of the new video creatives Kind released for the flavor competition [below]. In the ad, designed to be a spoof of a medical disorder commercial, Daphne explains how ‘Restless Palate Syndrome’ affects many Americans in need of constant new flavor experiences. The answer comes in the array of Kind bar flavors on the current market, in addition to an opportunity for the user to vote in a competition to select a new variety. The campaign launched on May 11th with video creatives, followed by the release of display creatives on the 14th and 15th all directing to this landing page.
Video advertising on desktop has consumed the bulk of Kind Snack’s digital budget over the last thirty days - nearly 70%. The recent campaign featuring the flavor competition is the largest the brand has released all year, with numbers still going up in real-time. The parodied creatives are being directly targeted to publishers that cater to a demographic that the ads will resonate with. Those publishers include the notable ones you’d expect - The Onion, Lifehacker, and Jalopnik. Especially on a site like The Onion, which is known for satire journalism, the comedic aspects of the ‘Restless Palate Syndrome’ make the ad a perfect match. In an age where creative campaigns need to be specifically targeted - both creatively and when it comes to the brand’s buying plan. Kind understands they can appeal to users visiting those publishers with humor, and more specifically parody. That creative would fall short on WebMD, but on The Onion, the humor is more appropriate.
We will see how this campaign plays out for Kind Snacks, and if they increase their spend or change their site targeting. Download the full report giving you transparent access to Kind Snack’s spend and impression data over the last thirty days, including adtech partners, top sites, top creatives and more.