The Almond Board of California is aiming to fuel long-term demand for almonds in the UK with a new multi-year campaign.
Called ‘Do You Almond?’, the campaign has been developed by London-based creative agency Isobel in partnership with Sterling-Rice Group and Porter Novelli UK.
It shows people doing extraordinary things with effortless ease, seemingly fuelled by the natural power of almonds.
“There is a huge opportunity in the UK right now to highlight why almonds are so suited to evolving consumer preferences,” said Dariela Roffe-Rackind, director Europe and global public relations at the Almond Board of California.
“The continued rise in popularity of plant-based eating has brought with it a return to a back-to-basics desire from consumers for more natural, simple foods to fuel them throughout their increasingly busy lives.
“With almonds, whether they’re eaten by the handful or with other foods, consumers can feel good about eating them because they are a nutrient-dense plant protein that also contain healthy fats and fibre to provide natural energy and goodness.”
Ben Stump, creative director at Isobel, added: “The health food category can be a little dull. So, from the outset the team was keen to give almonds the standout they deserve. ‘Do You Almond?’ is a campaign that lets us play to our audience through a quirky tone and some tongue-in-cheek executions, while also carrying a truthful message about what almonds can do for you.”
‘Do You Almond?’ is launching with a spend of £1.3 million in the first six months across multiple channels including digital OOH, digital TV, influencer marketing, paid social as well as Spotify and podcast advertisements.
The Almond Board of California is a non-profit organisation representing California almond growers.
© FoodBev Media Ltd 2019