Following the success of the consumer snacking campaign in the United Kingdom (UK), in April 2013, the Almond Board of California (ABC) launched consumer advertising in France. Since the UK advertising launch two years ago, the market has experienced double-digit growth for snack almonds, retailers have increased distribution, and new almond snack products have appeared on the shelf.
ABC has been running effective public relations activities in France for some time, and following extensive research, the market was identified as the next European opportunity. Almond snack nut volume sales were up 26% in France in 2012, and a strong target audience has been identified that is ready for
almond snack messaging. Increased investment in this market should accelerate per capita consumption of almonds overall, and since currently only 58% of almonds consumed in France are from California, there is a great opportunity to capture a greater share
of total almond consumption.
The UK print ads, themed around women’s handbags, were tested in France and were very well received by our target audience, so the same advertising creative will be running in France and the UK with some adjustments made to the copy to make it more relevant to the French audience.
The French campaign will first launch in 13 key women’s print
magazines and extend online in crop year 2013–2014.