Nākd blows consumers’ minds in 2019

Natural Balance Foods will kickstart 2019 with a bang as Nākd launches its first ever TV advert with its bold ‘Mind. Blown.’ campaign, aiming to drive strong sales and incremental category value. 

Nākd is the UK’s no.1 healthy snack brand[1] worth an impressive £40m[2], and has revolutionised healthy snacking in the UK as it continues to surprise and delight customers with its mouth-watering selection of flavours.

With the first burst of TV activity kickstarting a £1.5million campaign on New Year’s Day, consumers will be able to see the ‘Mind. Blown.’ campaign come to life in both 20” and 30” adverts. The content will also run throughout 2019 at key points in the year.

The ‘Mind. Blown.’ creative has been developed to showcase the fantastic reactions of anyone experiencing the big flavours of Nākd bars. Collaborating with creative agency Recipe, Nākd worked closely with Director Michael O’Kelly and Creative Director, Matt Waller to bring this exciting moment to life with a memorable and unique visual.

The TV advertising will mark the launch of a wider marketing and PR campaign which will include in-store promotions, PoS, PR, sampling & social media activations to amplify the ‘Mind. Blown.’ messaging for consumers.

Founder of Natural Balance Foods Jamie Combs said ‘2019 is a big year for Nākd and we are passionate about bringing our customers the best tasting bars and exciting new flavour combinations, with the wholefood message at the heart of everything we do.’

‘Our product range is guaranteed to blow the minds of anyone who tries Nākd and we know that Mind Blown captures our values and spirit in an exciting way. We’ve been working hard to bring new customers and loyal fans exciting new combinations and we can’t wait to reveal more in 2019.’ 

To maximise the increased sales opportunity the ‘Mind. Blown.’ campaign will deliver, retailers are encouraged to stock key flavours – Blueberry Muffin, Cocoa Orange & Peanut Delight – and placing in impulse locations such as food to go or by the till. 

Matt Waller Creative Director of Recipe said “We were challenged to bring to life the consumers ‘eureka moment’ of experiencing the flavour of a Nākd bar in the most dramatic and memorable way possible.  

“So that’s what we did – the advert captures the exact moment when they discover the small bar’s giant flavours, made simply by ‘smooshing’ together great tasting natural ingredients – ‘Mind. Blown.’ “

Nākd is available nationwide in single bars (R.R.P 75p) and 4 bar multipacks (R.R.P £2.49).


Author: kimbarnard

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