The “pass along the kindness” campaign encourages people to buy a gift for a friend, spouse, family member or even a random stranger and people receiving gifts to pass along the gesture to another person. All of Kala’s products are FairTrade certified, meaning that they support local farmers and producers earn a fair living and climb out of poverty. In addition, most of Kala’s products are tied to a charity and part of the profit generated goes towards helping communities in need. By purchasing at Kala, a person does two good: bringing a moment of joy to the person receiving the gift and supporting poor rural farmers and communities

 

The motto of the campaign is: one purchase, two gifts, two goods.

 

The campaign covers Kala’s entire product offering. The main value derived for the customer is a sense of personal satisfaction for giving another person an unexpected moment of happiness and contributing to a poverty-free planet. Participants in the “Pass Along the Kindness” are left with a sense of pride. The ultimate goals of the campaign are increasing brand awareness among US consumers and boosting sales.