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.
DC’s thrilled to announce that Gary Stein joins us today as our first chief integration officer. He’s here to accelerate collaboration between our strategy, media and expanded creative team, which now includes experiential and influencer experts thanks to our recent acquisition of A2G.
Our director of purpose practice, MJ Deery, has a byline in the latest Advertising Age urging brands to move beyond token diversity to richer, more meaningful “normalization.” If you missed it, you can find a tidy summation here. Smart and important stuff. You’d be wise to check it out.
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.