New North American Consumer Advertising: Crunch On!
The “crunch” is on in the Almond Board of California’s (ABC’s) new North America consumer advertising campaign, which launched in October in a variety of magazines, on television and online.
The ads feature consumers in a variety of situations that are fairly everyday, but with a twist of exuberance or humor — a man fully costumed as he plays with his daughter; a woman keeping up with her energetic son, who’s apt to dance with street performers; a lady running errands by longboard; a couple laughingly washing their dog as he decides to stand atop their car; and a businessman on the bus who can’t stand still while he’s listening to music on his headphones.
The scenarios are marked with copy such as “There’s passion for life in the crunch of almonds. Get 6 grams of protein, 4 grams of fiber and essential nutrients in every heart-healthy* handful to really bring it all day, every day. Learn more at Almonds.com.”
Bold and lively images, copy and font treatment reinforce the message that almonds are a powerful, crunchy and nutritious snack. Whole natural almonds are featured in a substantial pile. And the campaign’s tagline, “Crunch On,” speaks to an attribute in almonds that helps our target consumers do the activities they need and want to do with joy and passion for life and health.
In preparation for campaign development, ABC and its advertising agency, the Sterling-Rice Group, conducted consumer research throughout 2012, which revealed that heavy almond consumers were motivated in part by almonds’ crunch, which they viewed as substantial, differentiating and powerful.
“Heavy consumers know that when crunching on an almond, they’re getting valuable nutrients to help them accomplish their goals, whether that means staying energized at their desk all afternoon or training for a race,” says Molly Spence, Almond Board’s regional director of North America.
Light users, on the other hand, sometimes viewed almonds as “the snack I should eat” rather than “the snack I want to eat.” They viewed almonds as a nutritious snack, but weren’t always motivated to choose them over other snack choices that they viewed as more exciting.
So, the new campaign’s intent is to “appeal to heavy and light consumers alike, by portraying almonds and their powerful crunch in a way that is more bold, vibrant and active,” Spence says. “At the same time, it is important to stay true to almonds’ image in the target consumers’ minds as highly nutritious and the ‘sophisticated’ nut.”
The campaign benefits from the use of Almonds.com, a domain name ABC recently purchased in North America to replace AlmondBoard.com.
Print ads will run in a variety of healthy-lifestyle and lifestyle magazines such as Weight Watchers, Self, Real Simple and Oprah; women’s service publications such as Family Circle and Good Housekeeping; Men’s Health; Canadian publications like Canadian Living and Chatelaine; and, for the first time, People.
Broadcast ads will air on ESPN, the History Channel and the Discovery Channel, as well as include a first-time heavy buy on the “Ellen DeGeneres Show” starting in December.
Online ads will run on a variety of sports news sites such as NFL.com, ESPN.com and Bleacher Report; entertaining sites such as Hulu.com, Pandora and Us Weekly; and health-oriented sites such as Weight Watchers and Calorie Count apps.
To see the ads and learn more about the campaign, visit Almonds.com.
*Scientific evidence suggests, but does not prove, that eating 1.5 ounces of almonds per day as part of a diet low in saturated fat and cholesterol may reduce the risk of heart disease. A 1-ounce handful has 13g of unsaturated fat and only 1g of saturated fat.