work
Diamond of California
Diamond Nuts was stuck. Stuck in a commodity category. Stuck with low brand awareness. And stuck with a 30% premium price tag. Our mission was not only to fix the awareness problem, but to justify that premium price.
From TV to digital to print to a partnership with the Cooking Channel and Chef Kelsey Nixon, Diamond of California is serving up a complete creative feast in its first campaign, launching today, from D/C. With the tagline “Made for Homemade™,” the audience focus is the home cook and baker, while the product focus is Diamond’s premium cooking and baking nuts. Across all platforms, the work emphasizes the fun of a great holiday meal, the versatility of nuts as an ingredient and the creativity that brings them all together. Nom nom.
Print advertising in food and lifestyle magazines drove readers to the site for more recipes.
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.
Work + News
New face at the helm
Say hello to our new group creative director, Cristián Costa. He’ll be leading the UNDO account, continuing the work we're proud to have done for the California Department of Public Health for over a decade.
Horizon Organic did not come to play.
In DC’s new campaign the organic dairy trailblazer takes nutrition as seriously as kids navigating a floor covered in make believe lava. That is to say: very, very seriously.
DC’s strategy team brings home an esteemed Jay Chiat Award
Duncan Channon’s "Nicotine Equals" campaign strategy, intended to awaken parents to the teen vaping epidemic, got the judges attention at this year’s 4A’s Jay Chiat Awards.
“We’ve changed!” says Big Tobacco
Guess what, all? The industry that’s responsible for more death and disease than any other and continues to peddle six trillion cigarettes a year is now your friend. Go figure.
A new spin on IPA packaging
Most IPA cans today look like they were designed by the dude that did the Iron Maiden albums. All skulls and green lightning, giving full testosterone and acne vibes. So when tasked with driving a new look for Golden Road’s Ride On series, we banged a uey.
A wanderlust-worthy rebrand
Inspired by the shapes and colors of dream destinations, DC rebrands Viator for a new wave of planning-adverse adventurers.
Kona Big Wave goes even bigger
After a decade of leading creative for Kona Big Wave, DC’s “Bring the Aloha” campaign relaunches the brand for a broader audience, moving beyond its craft roots to a priority position in AB InBev’s premium beer portfolio.
InnovAsian finds balance, and big results.
A blend of content creators and traditional photoshoots was the perfect recipe to increase InnovAsian’s engagement on social – without breaking the budget.
DC appoints first Managing Director, Kumi Croom
A game changer since her arrival six years ago, Kumi will lead account and project management and continue to shape DC’s culture and client relationships.
Empathy over stigma
DC is honored to have been selected by the state of CA to tackle one of the most challenging issues of our generation. And to be covered in AdAge.
This Golden Road work isn’t good
People always ask: You good? But that indicates a pretty baseline, “just okay” type of good. DC’s new campaign for Golden Road asks a question that aims a little higher from a city that does the same.
El Secreto esta en el balance
Nuestro nuevo comercial para la cerveza Mango Cart de Golden Road establece una conexión alegre entre la tradición Mexicana de bailar mientras se equilibra una cerveza abierta en la cabeza con el sabor de la deliciosa cerveza con infusión de mango de Golden Road.
Contact Us
New business
NOËL JOHNSON
Dir of marketing and client engagement
njohnson@duncanchannon.com
415 306 9237
Jobs, creative
TINA MONTEMAYOR
Dir of creative talent acquisition + equity
tmontemayor@duncanchannon.com
415 306 9282