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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.

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.

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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