• by Erik Oster , October 11, 2023

After first partnering with the NFL mom this past February for a Super Bowl promotion, KIND is seizing on an, ahem, swift surge in cultural attention to hype Donna’s Purse Snacks with Donna Kelce.

Kelce is the mother of both Philadelphia Eagles center Jason Kelce and Travis Kelce, the Kansas Chiefs tight end whose cultural profile increased exponentially upon rumors that he was dating Taylor Swift, and Swift’s attendance at a pair of Chiefs games.

The NFL has been quick to seize upon the opportunity for promotion, so why wouldn’t a brand get in on the action?

Taking to the social channels where “Traylor,” “Tayvis,” “Swelce” or whatever portmanteau you want to attach to the celebrity duo is dominating the conversation, KIND teamed up with Donna Kelce once again on a limited release of Donna’s Purse Snacks last week. Unsurprisingly, the limited-edition design of KIND’s Dark Chocolate Vanilla Cashew Dipped Clusters sold out within 24 hours. When the brand offered a second drop of the product, it disappeared within an hour.

"With all eyes on America’s favorite mom once again, and in celebration of staying ‘snack ready’ this Fall, KIND moved quickly to launch Donna’s Purse Snacks,” Suejin Kim, senior director, integrated communications and brand purpose at KIND Snacks, told Marketing Daily.

“Our insight? Every mom carries snacks in their bag, especially when driving the car pool or sitting at sports practice, One mom even takes snacks with her when she is sitting with her unexpected A-list friends going from game to game."

The Donna’s Purse Snacks landing page became the number one page on KIND’s website -- including the homepage -- and resulted in an over 100% increase from expected site traffic, according to the brand. Its social posts, meanwhile, quickly racked up 250,000 organic views across Instagram and TikTok, and a 4% engagement rate.

 “Since partnering earlier this year, Donna has been a KIND fan and always stays snack-ready -- and we know fans have their bags and purses ready for more Donna’s Purse Snacks!” Kim said, hinting at “a few tasty surprises” in the future, which fans can expect to find announced on the brand’s website and social channels.