California Almonds is launching a new campaign in the UK to position almonds as a healthy and convenient snack for busy women.
The campaign has been developed following extensive investment by the California Almond Board in consumer and market research that showed a gap for healthy snacks in the European market in general.
The multi-channel push targets food and health-involved women and will include an integrated mix of PR, talent endorsement and media partnerships as well as dedicated print and online advertising support for the first time in the UK.
“We have been running marketing activity outreaching to consumers, health and food professionals for many years in the UK,” says Richard Waycott, ceo, at the Almond Board of California. “With the growing trend for healthy snacking, we felt this was the right time to launch this campaign to further raise awareness of almonds among UK consumers. The new creative, themed around the content of women’s handbags, really stands out and demonstrates how almonds are a convenient, delicious and healthy snack that is essential to the lives of our audience. We are confident that this new approach, alongside continued campaigns reaching food and health professionals, will successfully drive demand for almonds.”
The UK campaign is running with the involvement of dietician Juliette Kellow, and is featuring in 17 consumer titles - both print and online - including Easy Living, Red, Woman & Home and retail magazines in Tesco, Sainsbury’s and Waitrose.
