KIND Snacks’ Back-To-School Instagram Campaign Asks Parents To Share Summer #MomentThatPopped

It’s early August, and you know what that means. Yes. The much-dreaded Back to School season during which kids complain that summer has just started, and parents are forced to spend tons of money on stuff that will, in all likelihood, enjoy a half-life of about six months.

Every marketer, of course, is all over this season with myriad promotions, some helpful and others downright annoying. One promotion from health bar KIND falls squarely on the fun side of the spectrum.

KIND, with help from celebrity animator and artist Rachel Ryle, has launched #MomentThatPopped, an Instagram-centric social media campaign that encourages parents to share their family’s most memorable moments of the summer.

Additionally, the “popped” theme is aimed at calling attention to the company’s new line of snack bars, which includes flavors like Popped Dark Chocolate With Sea Salt and Popped Salted Caramel.

The artist’s Instagram post, which has been liked 21,000 times and was shared by KIND on its own account, urged the aforementioned sharing of a special moment. Doing so during the contest period — last week — entered the submitter into a drawing to win a custom vintage lunchbox adorned with artwork created by Ryle.

In addition to the lunchbox prize, there is a charity component to the campaign. Each shared #MomentThatPopped photo triggered a $2 donation to LA-based non-profit Your Golden Ticket, an organization which aids underprivileged kids.

KIND is mentioning the promotion on its Twitter page and on its blog:

Share your summer memory! Post your photo, tag us, #MomentThatPopped & #GiveAway to to win a @rachelryle lunchbox! https://t.co/kLcSGyRqpc

— KIND Snacks (@KINDSnacks) August 3, 2015

The company is also getting the word out via a paid native advertising campaign on blogs that reach parents and the health-conscious:

The brand has also created a video for the campaign: