We set our sites on younger working women. Unlike an earlier generation of bakers, these women see ingredients as everything and are willing to pay extra for better.
Our "Made for Homemade" campaign began with a TV and online spot that tapped into that modern baker mindset.
Print advertising in food and lifestyle magazines drove readers to the site for more recipes.
We struck a partnership with the DIY-focused Cooking Channel and their celebrity chef — and millennial fave — Kelsey Nixon. Combining her down-to-earth expertise and implied endorsement into a comprehensive paid effort, our plan included a 360 integration with the channel across TV, print, digital, social and search.
In a series of fifteen-second videos, inspired by social media’s viral step-by-step recipe clips, Kelsey prepared original dishes to inspire our women to use Diamond.
By bringing together a well-liked, modern home cook with an intensely focused media plan, we were able to bring Diamond Nuts an 87 million impressions and cause brand results to pop dramatically: 49% increase in unaided awareness, 59% increase in ad awarenesss, 89% increase in message association and 23% increase in purchase intent.