Red Vines Campaign Promotes Random Acts Of Kindness


Union City, CA American Licorice Co. has launched a campaign and consumer contest around its Red Vines brand encouraging acts of kindness, with the goal of bringing people together. According to the company, the program, titled Peace, Love & Vines, will serve as a platform for people to spread the love by sharing personal stories, triumphs and acts of kindness with the world.

Launching today and running through March 15, participants are encouraged to share a message of kindness, an original quote or a moment of inspiration with the brand. In turn, the Red Vines team will select 30 submissions that best reflect the mission of the Peace, Love & Vines campaign to receive a case of Red Vines five-ounce trays with their personalized “act of kindness” message printed on each tray.

In addition, the messages of all 30 winners will appear on Red Vines trays and distributed for sale nationwide.

“As a company, our goal is to align our brand’s purpose with our corporate values, one of them being compassion,” says Kristi Shafer, vice-president of marketing at American Licorice. “Sharing has always been a natural extension of what people do with Red Vines, so it only made sense to take the brand a step further and create meaning behind the idea of sharing. The Red Vines team is focused on building a platform where people can be inspired to share an act of kindness they’ve received or have given. Our hope is others will read these messages and be inspired to pay it forward by sharing a kind act with someone else.” C&ST