The Almond Board’s European director, Dariela
Roffe-Rackind (right), accepts the public relations evaluation
award along with Porter Novelli director Emily Buckland.
The Almond Board public relations team in the UK was awarded the Public Relations Consultants Association (PRCA) Award for Evaluation (“Going Nutty for Measurement”) on behalf of the “Snack Happy” consumer campaign.
This award recognizes the standards the Almond Board uses to
measure the success of its programs. Measurements include business results, media measurement and attitudes, and awareness scores. An evaluation report is created quarterly as a guide to the effectiveness of public relations campaigns. Messages and strategy are frequently refreshed to ensure that the target audiences are being influenced in the desired way.
Top agencies, in-house teams and individuals competed for the awards in 32 categories. The PRCA is Europe’s largest PR association and has more than 12,000 members.
The Almond Board of California and its public relations partner, Porter Novelli, bested competition that included Häagen-Dazs, the London 2012 Paralympic Games and Energy
of the Nation. The Almond Board’s Snack Happy public relations campaign was also nominated for a European Excellence Award.
The Snack Happy campaign encourages the target audience to
snack on almonds for 21 days to form a new snacking habit that will ultimately make a big impact on their overall wellbeing.