The food gods have given us two choices: eat something really healthy. Or eat something really tasty. There is no both. It’s a gastronomical separation of church and state. Of course, one thing fits into both categories, and that's KIND bars. Sure, it's not the best of both worlds, but it's definitely both worlds. While at SS+K, we pitched a campaign that defined KIND's position as truthfully as possible: Stuck In The Middle of Greatness.