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.
“DC’s positioning for the 102-year-old Diamond brand attracted younger consumers and celebrated baking in fresh new ways. They delivered great value to our shareholders.”Miguel Leal, Diamond Foods SVP, CMO
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