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 awareness, 89% increase in message association and 23% increase in purchase intent.
Playing the name game with InnovAsian
Today marks the release of DC’s first campaign for InnovAsian since being named agency of record. The four 15-second spots use rhymes that play with the catchphrase “InnovAsian occasion” to help consumers better remember the brand when navigating the crowded freezer aisle.
New partner, new locations, new DC
Today we’re thrilled to announce the acquisition of A2G, a widely recognized experiential and social influencer agency. The acquisition extends our reach to two new major markets, adds a robust suite of complementary services to our offering and brings us a powerful new partner.
Buy stuff, get Steph
Rakuten is back with the latest installment of the “Power of R” campaign, this time featuring a relatively well-known professional basketball player. Poised to continue the brand’s successful awareness-building, watch for the commercials all up and down your TV dial and across the digital universe.
A couple locals go national
The two lovable locals that anchor Kona Brewing’s Dear Mainland campaign are about to hit the court and the big time in a series of new spots running for the first time nationally during this year’s March Madness. Expect to see them throughout the tourney, including spots in the Elite Eight, Final Four and National Championship.
