Food professionals were introduced to Almond Board of California’s (ABC’s) new ad campaign, “Almonds, of Course,” in January, with placements in several publications and online sites on a global scale. Food professionals — involved in food manufacturing, retail and restaurants — are an important audience for the almond industry, and ABC has focused on this target for many years by attending trade shows and seminars, or communicating to them through print and online advertising.
In 2007, ABC launched the “Almonds Add” campaign to communicate the value almonds add to consumer packaged goods — confectionery items, cereals and even snacking items. The campaign was successful and consistently scored above industry averages (according to independent surveys by ReadEx and Baxter), but after six years of using the same ads, ABC felt a refresh was needed.
The age of the campaign was not the only reason for the update. New research identified a need for a more targeted focus for our audience, and there was a need to better understand the ever-changing landscape manufacturers and retailers face when developing new products. The new campaign needed to communicate almonds as an essential ingredient in any dish, and that they offer nutritious and tasty products consumers want and retailers value.
The new campaign appears in North American publications such as Food Business News and Food Technology, and the EU publications International Food Ingredients and Snacks magazine were among the initial publications showcasing the new campaign. Global Internet sites, such as FoodTechnology.org, BakeryandSnacks.com, ConfectioneryNews.com and CandyIndustry.com, proved popular for online ads — all highlighting the new campaign to food professionals everywhere.