In November, the second phase of a print and online advertising campaign launched in the United Kingdom with ads targeting food- and health-involved women. The ads are themed around the contents of women's handbags and demonstrate how almonds are an essential, convenient and delicious snack. The campaign rolled out across 17 key consumer print titles, including Good Housekeeping
and Tesco Magazine
, and eight websites, such as iVillage.co.uk
The ads are supported by a public relations program positioning almonds as a healthy snack. The PR campaign includes a mix of media relations, celebrity endorsement, competitions, brand partnerships and media partnerships. The PR activities that have evolved from the handbag campaign started last year, and this year encourages our target audience, "Jane," to reappraise her lifestyle choices and make smarter decisions, however small (such as daily snacking on a handful of almonds), which will ultimately make a big difference to her entire well-being.