• by Steve Ellwanger , February 23, 2022

Kind Snacks is promoting the value of nutritious foods and its evolving health-and-wellness positioning by luring consumers into a “secret” farmer’s market in New York via a fake vending machine.

Today and tomorrow in Manhattan’s West Village (9 West 8th St.), anyone who discovers the machine can be transported into a pop-up market and bag free fruits and vegetables.

As seen in this video from the brand’s influence creators and the Pellicule agency, the front of the vending machine is actually a door that opens to reveal the hidden market.

It’s a way to promote Kind’s launch of the Whole Fruit & Nut Box—filled with fresh fruit, raw nuts and seeds—available only on the company’s website for a limited time.

Taking things a step further, Kind will stop selling packaged snacks on its website on March 1 and 2 in observance of National Nutrition Month, an annual campaign sponsored by the Academy of Nutrition and Dietetics trade association.

“This is an evolution of our nutrition transparency and mission of creating a healthier world,” Kind communications manager Bridgit Kasperski tells Marketing Daily.

Kind cites figures from the Centers for Disease Control and Prevention indicating that only about 12% of American adults eat enough fruits and vegetables.

Asked why the company chose Manhattan for the experiential event, Kasperski adds, “New York City is where Kind was founded and has remained our home since 2004. The city makes for a special, secret Kind farmers market backdrop and always gives every moment that extra ‘wow’ factor.”

To generate awareness of the two-day event, Kind has partnered with New York City based content creators on TikTok.

One example is Amorray Marcano, who posts suggestions on things to do and places to visit.

Mars Inc. took a minority stake in Kind in 2017 and acquired the remainder of the company three years later.