This summer, 10 cities will be visited by the KIND "Better Than Ice Cream" Truck and their people will be treated to the plant-based, creamy KIND FROZEN Treat Bar line. To highlight the fact that every KIND FROZEN Treat Bar is made with either plants, almonds or peanuts as the first ingredient, the truck will share an immersive experience to awaken the senses as it makes its 11-week tour across the United States.
Alongside the KIND "Better Than Ice Cream" Truck, the brand is dropping its first limited-edition line of merch inspired by the KIND FROZEN Treat Bars. Online, fans of the brand will be able to find all sorts of fun products like stick-on nails, hanging plant waterers and totes.
Key Themes Behind This Trend
- Plant-based Snacks
- The KIND "Better Than Ice Cream" Truck serves plant-based creams in its frozen treats, creating an opportunity to capitalize on healthy, ethical and environment-friendly foods.
- Experiential Marketing
- The immersive KIND FROZEN Treat Bar experience during the 11-week, 10-city tour by the KIND "Better Than Ice Cream" Truck is a prime example of how experiential marketing can be used to boost customer engagement.
- Limited-edition Products
- The KIND brand's merch inspired by the KIND FROZEN Treat Bars offered exclusively online showcases the potential to attract customers to unique, limited-run products.
Where This Applies
- Frozen Food
- The KIND "Better Than Ice Cream" Truck's frozen treats show a market opportunity for plant-based snacks for consumers looking for a healthier, dairy-free alternative to traditional ice cream.
- Food Trucks
- The KIND "Better Than Ice Cream" Truck taps into the popularity of food trucks, which have been disrupting the food service industry and creating a new way for brands to engage with their customers.
- E-commerce
- The KIND brand's new line of limited-edition merch offers a glimpse into the power of e-commerce as a marketing tool for brands to reach their consumers.
