Quick Read
- KIND Snacks launched the ‘Choose Kind’ campaign on World Kindness Day 2025.
- The campaign features Champions like Dylan Efron, Justin Herbert, and Kristen Kish performing acts of kindness.
- Donations are being made to organizations such as Ocean Conservancy, Paws For Life K9 Rescue, and the Emeril Lagasse Foundation.
- KIND’s ‘Choose Kind’ Tour visits college campuses to promote everyday kindness.
- Fans can nominate organizations for donations via KIND’s social media.
World Kindness Day Sets the Stage for a New Wave of Everyday Compassion
Every November, World Kindness Day invites us to pause and reflect on the power of generosity. In 2025, KIND Snacks—a brand known for its wholesome snacks and its purpose-driven ethos—decided to take this global moment and turn it into a movement. This year, KIND launched the ‘Choose Kind’ campaign, a multifaceted initiative designed to spark everyday acts of kindness and encourage people to care for themselves and others. Their message is simple: the journey to a kinder world begins with treating ourselves with compassion, which naturally spills into our interactions with those around us.
‘Choose Kind’: A Campaign Rooted in Real-Life Stories and Partnerships
For KIND Snacks, kindness isn’t just a marketing slogan—it’s a practice woven into the fabric of its brand. Osher Hoberman, Chief Marketing Officer of KIND North America, underscored this philosophy: “It’s a movement rooted in generosity, compassion, and the belief that kindness starts within—because when we are kind to ourselves, we’re better able to care for and be kind to others.”
To bring this campaign to life, KIND introduced its ‘Choose Kind Champions’—three prominent figures who exemplify kindness in their daily lives:
- Dylan Efron, TV personality, surprised patrons at a senior citizen center, encouraging movement and engagement.
- Justin Herbert, professional athlete, volunteered at an animal rescue, providing care and companionship for senior dogs awaiting adoption.
- Kristen Kish, chef and TV host, visited a youth center, mentoring young people and offering nourishing snacks after school.
Each Champion not only performed acts of kindness but also helped direct donations to causes close to their hearts. Dylan Efron supported Ocean Conservancy, Justin Herbert chose Paws For Life K9 Rescue, and Kristen Kish backed the Emeril Lagasse Foundation. These partnerships add depth and authenticity to the campaign, ensuring that kindness extends beyond the brand and into communities that need it most.
Creating a Ripple Effect: Small Acts, Big Impact
What makes ‘Choose Kind’ stand out isn’t just its celebrity partnerships—it’s the emphasis on ordinary, accessible acts of kindness. Whether it’s teaching someone a new skill, encouraging a teammate, or simply sharing a snack, KIND wants to remind people that these small gestures matter. As Dylan Efron noted, “When someone takes the time to teach you a new skill, that’s an act of kindness in itself.”
Justin Herbert echoed this sentiment: “Kindness is something I try to carry with me on and off the field. Those small gestures can make a real difference.” Kristen Kish, meanwhile, spoke of the importance of mentoring: “Guiding aspiring talents and fostering a shared passion is what truly unites and inspires us all.”
This focus on everyday kindness is more than a feel-good message—it’s a call to action. KIND believes that when people are kind to themselves, they’re empowered to spread kindness outward, creating a ripple effect that can transform communities.
Community Engagement: From College Campuses to Social Media
The ‘Choose Kind’ movement isn’t limited to partnerships and donations. Starting November 13 and running through the end of the year, KIND is taking its message on the road and online. The CHOOSE KIND Tour is visiting three college campuses—UCLA, Ohio State University, and University of Utah—where students can participate in giveaways, receive kind reminders, and share KIND bars with their peers. The idea is to make kindness tangible and accessible, especially for young adults navigating the pressures of university life.
On Giving Tuesday (December 2), fans can nominate organizations on KIND’s Instagram for a chance to receive up to a $25,000 donation. Social media plays a central role in amplifying the campaign, with opportunities to win exclusive ‘Choose Kind’ gear and follow the journey of kindness in real-time on TikTok, Instagram, LinkedIn, and YouTube.
KIND’s approach is intentionally broad: whether online or in-person, the brand wants people to see that kindness isn’t reserved for grand gestures—it’s present in the everyday choices we make.
The Heart of the Movement: Kindness Begins With Ourselves
At its core, the ‘Choose Kind’ campaign is about shifting the way we think about kindness. Instead of viewing it as something we give to others, KIND encourages starting with self-compassion. The brand’s snacks, made with real, nutrient-dense ingredients, are positioned as both a literal and symbolic reminder to nourish yourself so you can show up for others.
This philosophy is rooted in the belief that self-kindness creates the mindset needed to extend care outward. By encouraging people to treat themselves well, KIND hopes to inspire a cycle of positive action that radiates through families, communities, and beyond.
A Look Ahead: Sustaining Kindness Beyond a Single Day
While World Kindness Day provides a timely backdrop, KIND’s campaign is designed to last beyond November 13. The brand’s ongoing commitment to supporting causes, engaging with communities, and fostering everyday acts of kindness points toward a future where compassion becomes a daily habit, not a once-a-year event.
As the movement grows, KIND invites everyone to participate—whether by joining a campus tour, nominating a favorite organization, or simply choosing kindness in a moment of stress or uncertainty. The hope is that these individual choices will add up, creating a culture where kindness is not the exception, but the rule.
For more details and opportunities to join the movement, KIND directs people to its website and social media platforms, reinforcing that the story of kindness is one everyone can help write.
Assessment: KIND Snacks’ ‘Choose Kind’ campaign is a compelling example of how brands can leverage their platform to inspire real-world change, not just through donations or celebrity partnerships, but by encouraging everyday acts of compassion. By focusing on self-kindness as the foundation for broader societal impact, KIND offers a practical roadmap for building a more empathetic world—one small choice at a time.