Given the enormous size of China, it’s common for brands to take a geographic approach to marketing, and in recent years, the Almond Board of California focused marketing efforts in the three top-tier cities: Beijing, Shanghai and Guangzhou. In 2022, ABC shifted marketing efforts to one top-tier city and three tier-two cities: Shanghai, Hangzhou, Tianjin and Chongqing, respectively, where consumers are seeking healthy foods and experiencing rising incomes but are less aware of the benefits of eating almonds. Furthermore, the populations in these four cities are equivalent to the other cities, making this a great opportunity to build new demand for almonds in China.
While entry into these new markets brought many opportunities for California almonds, the recent introduction of updated advertising restrictions in China presented a number of new challenges. In light of the restrictions, ABC took a fresh approach to engaging audiences in these markets as it sought to deliver messaging around the concept of ‘healthy beauty’ to drive consumer demand for California almonds.