"Jane" Stays Healthy with Tips from Life Squad
The North American female target audience for California Almonds, known as "Jane" by the Almond Board's Marketing Department, is a 35-year-old woman who values healthy eating and staying in shape, but can find it challenging to address both when time is short. Fortunately, Jane is finding help from a crew of healthy-lifestyle-focused spokespeople known as the California Almonds Life Squad.
Led by actress, author, host of NBC's "The Biggest Loser" and busy mom Alison Sweeney, the Life Squad team includes Seamus Mullen, award-winning chef, restaurateur and cookbook author; Keri Gans, registered dietitian and nutritionist; Ashley Borden, celebrity personal trainer and fitness expert; and Joy McCarthy, Canadian holistic nutritionist.
At key times of the year — pre-holidays, the New Year and springtime — the Almond Board's Life Squad has been reaching Jane in traditional and social media with fun, easy and actionable ways to eat better and get active, with almonds included as a key part of it all.
"We knew Alison Sweeney would appeal perfectly to Jane, as sheâs aspirational yet relatable, and she's really busy but able to find easy ways to fit in nutritious foods and fitness," says Molly Spence, regional director of North America, Almond Board of California. "For optimum media exposure, we've been fortunate to catch Alison at a great time in her career, as well as add a variety of additional expert spokespeople who add depth to the story and appeal to different types of reporters, all while keeping almonds prominent."
To date, the campaign has exceeded ABC's expectations, accumulating more than 550 million impressions. Placements in numerous prominent Jane-targeted outlets have included stories in Good Housekeeping (online), Womenâs Health (online), Huffington Post #NoFilter and a great segment on Fox and Friends, as well as prominent Canadian outlets such as Glow, Canadian Living and Hello!
For more information about what the Life Squad has been recommending to Jane this spring, visit Almonds.com/LifeSquad. Its tips have also been issued regularly through ABC's presence on Facebook, Twitter, Instagram and Pinterest.