MediaCom adds a new snack brand to its roster

Kind has chosen both MediaCom in Canada and the U.S. in separate reviews, allowing for synergy across the border.

Snack brand Kind has chosen its first Canadian media AOR, selecting GroupM’s MediaCom.

Although Kind chose MediaCom in the U.S. for its media buying and planning activities earlier this year, the two reviews occurred separately, making this a Canada-specific win. However, the brand clarified in a statement that this was a key factor in its decision. With plans being built on both sides of the border, Kind says it will take advantage of MediaCom’s cloud-based app “The System” in order to create synchronizations in its buying and planning process.

The brand, known mainly for its Kind Bars, launched in 2004. Its original bar, grain clusters, chocolate bark, breakfast bars and fruit and veggie bars are sold in Canada. On top of its grocery retail distribution, Kind also has a partnership with Starbucks in Canada to sell its bars.

Mars Wrigley – a client of MediaCom Canada for nearly 10 years – has been a minority owner of Kind since 2017.

Creative services for Kind will remain with McCann.