• by Karlene Lukovitz  @KLmarketdaily, August 1, 2018

Kind Snacks is reviving the money-back-guarantee offer, in the unusual context of a new food product launch. 

For its new Kind Kids line, the brand is promising parents that if they include one of the bars in their kids’ lunchbox and it goes uneaten, they can get their money back by going to a website page set up for that purpose. 

There are limitations, of course. The offer is good only on in-store purchases made by individuals 18 or older between August 1 and November 30 of this year of Kind Kids 6-packs and 10-packs. Refunds are limited to one per household, up to $5. Proof of purchase is required. 

The brand is promoting the offer for the new line — granola bars that are gluten-free, and contain a half-serving of 100% whole-grains, 25% less sugar than “the leading” kids’ granola bar, and no artificial or GMO ingredients — across several platforms. 

Through a partnership, the Scary Mommy Facebook site is exclusively featuring a video promoting the new kids’ products. The creative features a vignette in which a mom uses a Kind Kids bar as part of a heroic “save” when she realizes at the last moment that she’s forgotten to bring her kid’s lunch to the bus stop. 

Kind is also using GIFs and images across paid and owned Facebook, YouTube, Instagram and Twitter. 

Press outreach focuses on results of Kind surveys of parents and nutritionists about kids’ snacks (sugar content, for example), with provided infographics. 

Kind is also conducting field sampling in more than 25 major U.S. markets. 

In January of this year, Kind gave away $6 million in coupons for free Kind bars — saying it was doing so instead of running a Super Bowl commercial.