New TV Advertising Targeting Healthy Men Launched on October 24, 2011
Almond Board of California actively targets Healthy Men to communicate why they should choose a handful of almonds over other snack foods. Healthy Men are food and health involved and are looking for simple ways to improve heart health and maintain their weight.
Research conducted in previous years demonstrated the power of the reaching men with our almond message. Healthy men consume large volumes of mixed nuts but they don’t differentiate between nuts.
Therefore, Almond Board has the opportunity to build awareness of almonds as a snack and give Healthy Men a reason to choose almonds over other nuts. By leveraging the heart-health benefits of almonds and showcasing how almonds fit into their day, Almond Board demonstrates why almonds are a smart choice over other nuts and snack foods.
Almond Board launched an integrated online and television campaign specifically targeting Healthy Men in 2009 to build awareness of almonds as a snack. Broadcast advertising ran on ESPN when Healthy Men are highly engaged during the NFL football season. A similar campaign ran in the Fall 2010 to leverage the success of the first flight. The Pro Snacker advertising creative ran both years and demonstrated why almonds are the ideal game-day snack.
To continue building off this initial momentum, a larger TV buy was approved for FY11/12 to build increased reach and frequency with Healthy Men. This new campaign launched on Monday, October 24, 2011 with ads running on ESPN. The campaign will continue through March 2012 with advertising on ESPN and Discovery, allowing Almond Board to reach Healthy Men when they are highly engaged in sports and outdoor/active content.
The new TV campaign, “Hearts Love Almonds” is an evolution of the previous Pro Snacker campaign. “Hearts Love Almonds” focuses on the heart-health benefits of almonds to demonstrate why they are a smart snack choice. In order to convey this message, the campaign introduces a symbolic heart to tell viewers why almonds are a smart choice. Further, the heart showcases how well almonds fit into typical snacking situations.
The “Hearts Love Almonds” TV campaign integrates cohesively with other print and online advertising and PR outreach, so Healthy Men are receiving a strong, consistent message of why they should choose almonds over other snack foods.
To view the commercials and for more information on the Healthy Men TV campaign, go to www.AlmondBoard.com/prosnacker
or visit the Almond You Tube Channel www.youtube.com/user/AlmondBoardofCA.
Almond Board Expands TV Advertising to Food Network
|| Almond Board of California continues to look for new and exciting ways to reach Appetite for Life consumers when they are seeking food and health related solutions. Appetite for Life makes up a psychographic target audience of men and women that demonstrate a combination of heart health, food involved and health involved attitudes. Almond Board’s objective is to get Appetite for Life consumers to integrate almonds into their daily lives, and a new initiative with Food Network TV is helping to achieve this. |
For the first time ever, Almond Board is using TV advertising to reach Appetite for Life consumers. Beginning on October 17, 2011, California Almonds and Food Network co-branded “Instant Ideas” TV commercials will air on Food Network. These Food Network-branded commercials are a very effective and efficient way to reach our consumers. By leveraging the trust and credibility of the Food Network brand, Almond Board is able to deliver the almond message in a very integrated, effective way.
The two commercials demonstrate to Appetite for Life consumers different ways they can integrate almonds into their daily lives. The first “Instant Ideas” commercial focuses on snacking by showcasing almonds as a convenient, guilt-free mid-morning and mid-afternoon snack. The second “Instant Ideas” commercial demonstrates how almonds add naturally satisfying flavor, crunch and sophistication to everyday meals.
The “Instant Ideas” commercials will air on Food Network TV and FoodNetwork.com through March 2012. The message also integrates with all the other print and online advertising efforts targeting Appetite for Life. For more information on the Food Network TV commercials, click here