The North American marketing team is busy this summer producing a new consumer advertising campaign to launch in the fall with several television, online and print executions. The campaign is based on the results of consumer research conducted throughout 2012 in which the team identified the most up-to-date ways to compellingly communicate about almonds.
To encourage the Almond Board of California’s target audience to actively choose almonds more often at snack time, the marketing team developed a new positioning that leverages two key consumer perceptions: that almonds are more nutritious than most other snacks, and that almonds have a heartier and more satisfying crunch than other snacks.
The resulting positioning centers around almonds’ “crunch power” — that empowered, “can do” feeling that almond lovers get when they crunch into a handful of almonds. It emphasizes that every crunch, with its protein (6 g), fiber (3.5 g) and good fats, unleashes the power consumers need to be their best anytime and
anywhere — excelling at doing what they need to do and what they want to do. Plus, almonds’ lively crunch makes snacking more fun and delicious, whether they’re eating almonds alone or with other foods. It encourages consumers to grab some California Almonds for a one-of-a-kind crunch they need to bring it, all day, any day.
Good news about good fat: U.S. Dietary Guidelines recommend that the majority of your fat intake be unsaturated. One serving of almonds (28 g) has 13 g of fat and only 1 g of saturated fat.