Bringing BE-KIND to life in Denmark
We went beyond the classic way of doing PR - and created an experience that journalists wanted to be a part of
BE-KIND is not just another brand that produces nut bars. Founded in the US in 2004, BE-KIND is all about kindness. With its AND philosophy of being nutritious AND tasty, having commercial success AND a positive social impact, BE-KIND’s mission is to make people want to eat more nuts daily.
Having launched in the Nordics in 2019, we helped BE-KIND create brand awareness and establish a media presence in Denmark, with an emphasis on brand activation and social media awareness. Rather than choosing the traditional PR route, we organised an event that brought their mission into the minds and hearts of people.
Rebecca Buss Enegaard, Portfolio & Media Manager at BE-KIND
"The COPUS team continuously shows up with a can-do-attitude: positive, creative, eager, and fast. They helped put BE-KIND on the map in Denmark with their great sense for strategic direction - the right venue, audience, host, and a holistic content approach.”
We turned BE-KIND and its mission into a movement that the audience wants to be a part of
01
Background
BE-KIND is a snack bar brand with a strong mission. Having newly launched in the Nordics, BE-KIND wanted to use PR to create more brand awareness in Denmark. But a snack product per se is not a story worth telling. How do you engage the media and society around a - seemingly simple - snack product and tell a story that people actually want to talk about?
02
Approach
To reach the ambition, we had to go above and beyond - and go back to BE-KIND’s ‘Why’. BE-KIND wants to increase nut consumption globally to promote health and prevent diseases. Health is a personal and emotional topic - so we decided to make it personal. We invited a small group of journalists and content creators to an intimate breakfast in the centre of Copenhagen, in a curated and Instagram-friendly setting. We shared stories about nuts, its health benefits, and fostered a personal conversation about nutrition and health in general. By promoting a personal and honest angle, the audience connected with the brand and its mission in an extraordinary way.
03
Goals
The goal was to establish BE-KIND’s positioning in the Danish media as a natural, nutritious daily supplement, and promote BE-KIND’s “That’s Nut’s” campaign among journalists.
Instead of approaching the media in the traditional way, we created a personal, authentic happening that would get BE-KIND’s personality under peoples’ skin - through an event that journalists wanted to be a part of.
04
Outcome
BE-KIND received 2 stories in traditional media outlets (digital and print) as well as 10+ organic stories from attendees of the event with a total audience of +219k followers.
92% attendance rate of sign-ups
Positive relationships and awareness established among stakeholders and journalists in the health segments. Half a year later, the journalists are still inquiring about BE-KIND and sharing stories on their channels.
