In March 2011, Almond Board of California launched a comprehensive public relations and advertising campaign aimed at reaching our “Healthy Men” consumer target in the U.S. Over the past year, we have learned a lot about the almond male target audience. Most importantly, we’ve learned that healthy men do not differentiate almonds from other nuts or snack foods.
The goal of our “Healthy Men” spring campaign was to reach this audience with simple snacking solutions relevant to a sporting event, golf. The campaign featured two golf experts: Robert Yang, a registered dietitian and fitness consultant at the Titleist Performance Institute (TPI), and PGA golfer Ben Crane. During a satellite media tour (SMT) in May, Yang and Crane spoke to healthy men about the importance of snacking during their golf game. They recommended almonds because of their portability and their satiating attributes to get the healthy men through the back nine. In addition, they promoted an almond personalized golf experience at Titleist Performance Institute in sunny Oceanside, Calif. One lucky winner and a guest will have the opportunity to spend time with TPI experts and their high-tech equipment to have their game analyzed. The sweepstakes also includes fitness and nutritional assessments, and a custom meal plan featuring a serving of almonds every day.
Complementing the SMT and other public relations outreach, online banner ads were featured on Golf.com. All banner executions included the snacking message “Snack like a pro with a handful of heart-healthy California Almonds,” and featured the sweepstakes to increase click-through rates to AlmondBoard.com.
Learn more about the program and our “Healthy Men” outreach.