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Female Millennial Media Opps: Kind Snacks launches sweetener campaign amid spend decreases (Score 64)
"Sweeteners Uncovered" was created internally with support from campaign competitor Clif Bar lunched earlier in the year, which started "The Bar Wars."
Since the pop-up shop stopped running April 11, it's likely too late to secure revenue from the new campaign. However, we should expect a follow up to this campaign shortly. Kind will likely want to promote hidden sweeteners again, and it will likely have to participate in "The Bar Wars" again.
At the very least, sellers should reach out for revenue from Q1-Q3, when Kind's spend is typically the highest. It primarily targets women, especially millennials since millennials are driving the health food craze.
Spend at the brand has been decreasing, but we expect that trend to reverse itself since Kind just strengthened its marketing team. It promoted Jenna Thornton from integrated communications manager to senior integrated communications manager (February), Qandeel Ahmed from trade marketing associate to senior customer marketing associate (April) and Kathleen Wells from sales coordinator to sales associate (April). Remember that Kind brought on new marketing personnel in January, as well.
Most of the increases will likely go to digital since Kind also promoted Jessica Goon from senior digital marketing director to digital marketing VP (April). In addition to digital, she has extensive experience with social media, suggesting that channel may see increases, too.
iSpot reports a YTD national TV spend of $8m that was placed on female-focused programming (see targeting right). Spend in the same timeframe of 2018 totaled $8.7m, full 2018 spend totaled $24m and spend in 2017 totaled $20.4m.
Adbeat reports digital display over the last 12 months totaled $5.9k, a hefty decrease from the $155.5k spent during the 12 months prior. Ads are placed primarily direct (89%) onto sites like theonion.com, epicurious.com, cookingpanda.com, clickhole.com and bonappetit.com.
The brand also uses print, which increased to $2.7m in 2018 from $0 in 2017 and $1.6m in 2016. Hookit reports sponsorships include Seth Hill, Elizabeth Bain and the Chicago Wolves.
Agency & martech readers -- Kind has been on the The Barbarian Group (creative since 2015).