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Kind Snacks billboard lets Londoners pick their own fruit

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By Hannah Bowler | Journalist

June 22, 2022 | 3 min read

Kind Snacks has filled a London billboard with pears, bananas and plums, as well as its own cereal bars, for passers-by to pick for free.

Based outside London’s King’s Cross station from 7am–7pm, the activation from Frank PR aims to encourage the British public to eat their five a day and a handful of nuts.

The four-meter long, three-meter high ‘Grab and Go’ billboard by Sketch is decorated with plants and a giant Kind cereal bar. Kind Snacks based its campaign on research from The Food Foundation and The Association of UK Dietitians that found nearly all Brits are aware that you should consume five pieces of fruit a day but only 27% of adults actually achieve it.

'Grab and Go' Kind Snacks billboard

'Grab and Go' Kind Snacks billboard

The campaign is particularly focused on promoting eating a handful of nuts each day after internal research revealed that just 13% of Brits eat the recommended dose of nuts.

The same research also showed that nearly half of the public would eat more nuts if they knew they were healthy. Kind Snacks said the activation “highlighted how nuts should be regarded in the same way as fruit and vegetables”.

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Audrey Arbeeny, head of marketing at Kind Snacks UK, said: “Our ’Grab and Go’ billboard demonstrated in a simple, engaging moment that nuts shouldn’t be left by the wayside when it comes to conversations about nutrition. In fact, they should be elevated on a par with other nutritious whole foods, such as fruits and vegetables.

“It has been great seeing the reaction to the billboard, with thousands of consumers coming up to take away free fresh fruit and Kind bars.”

Kind Snacks’ activation follows Little Moons’ interactive billboard from last week, which handed out ice creams to passers-by.

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