The Almond Board of California (ABC) conducted an innovative marketing campaign in France, designed to captivate the French audience with humor and creativity. Dariela Roffe-Rackind, ABC's European marketing director, said the campaign leveraged the high energy and excitement surrounding the Paris 2024 Olympics without the hefty price tag of official sponsorship.
Long-Lasting Energy: The Foundation
ABC's current messaging in France revolves around the theme of "long-lasting energy." This concept is cleverly encapsulated in ABC’s ongoing campaign, "Mettez la fatigue à l’amande” that highlights the energy-boosting benefits of almonds through humorous scenarios. For instance, a family is on a road trip and the parents, energized by almonds, outlast their exhausted kids in the backseat, or a woman, reinvigorated by almonds, keeps up with her lively dog after a long day at work. These relatable and funny scenes have successfully resonated with the French audience, laying a strong foundation for the new campaign.