SUMMARY

In an often-dull health food category, this quirky, tongue-in-cheek, and innovative campaign gives almonds the standout they deserve, while also carrying a truthful message about what almonds can do for you. 

THE TASK

Almonds have never had their moment in the spotlight.  They’re brown, slightly wrinkly and seen to be ‘a little dull’.  And there is little awareness of their nutritional benefits.

We were tasked by the Almond Board of California, a non-profit organisation representing California almond growers, to fuel long-term demand for almonds in the UK. 

OUR APPROACH

Our consumer research identified an ‘A’ audience, who we believed would provide the biggest opportunity for growing almond consumption.  They are the lowest hanging fruit, open to hearing new nutritional information, and have the highest influencing power.

Using the segmentation data, we were also able to identify and size a broader ‘halo’ group of potential consumers that may be influenced by the primary A target - Health Seekers, who are actively trying to make better food choices.

We knew these audience groups were looking for ways to fuel their day, but also want to feel good about what they’re putting into their bodies. Therefore, messaging around ‘energy/fuel’ and ‘wellness’ were obvious ways to convince them to eat more almonds, which are packed with naturally energising protein and nutrients.  They are the quintessential feel-good fuel.

However, this territory is well trodden and tends to merge into boring lifestyle advertising that preaches at people to be healthier.     

We wanted to cut through and get noticed.  So, we did something different.

THE CAMPAIGN

DO YOU ALMOND? is a campaign that behaves (and looks) nothing like your normal health-food advertising.  

We created a campaign that shows people doing extraordinary things with effortless ease, fuelled by the natural power of almonds. From a contortionist granny to a life-drawing maverick, the campaign uses humour to position ‘almond’ as a verb and reinforce the extensive benefits of “almonding”.  

It’s also a campaign tailor made for active involvement and engagement. 

From Spotify ads and podcasts, influencer challengers, user generated content and paid social, we utilized a range of digital, traditional and new media channels to reposition almonds as the nuts with character. 

THE RESULTS

The campaign launched with a bang and online engagement figures and media efficiency costs proved that the campaign resonated with our audience in a big way.  

A year after launch, more people are talking about and considering almonds than ever before, with an online video completion rate almost 2 x the standard, at almost 80%.  Our paid social achieved a CPM of only $3.28 vs. a target of $5.

Millions of people have now seen the power of Almonds.  But most importantly, we finally gave Almonds the attention they deserve.