Excitement leading up to the 2016 Summer Olympic Games provided a springboard for Almond Board of California’s (ABC’s) highly successful “Road to Rio” campaign to support its North America objective to increase almond snacking consumption among consumers.
Natalie Coughlin's almond cherry smoothie.
Three inspirational athletes: 12-time Olympic medal swimmer Natalie Coughlin, Team USA Rugby players Carlin Isles and Zack Test as well as sports nutritionist Cynthia Sass, RD, served as authentic media spokespeople, sharing their personal health and nutrition journeys, including how almonds play a significant role in their meal plans and training regimens.
Almond Recipes, Inspirational Tips
Each spokesperson developed a variety of almond recipes, including pre/post-workout snacks, such as Natalie Coughlin’s Cherry Recovery Smoothie, meals and guilt-free desserts, as well as inspirational tips on how to reach your own everyday goals.
Capitalizing on the timely media angle around the 2016 Games, along with rugby reentering Olympics for the first time in 92 years, ABC conducted media relations around the program and partnership, successfully securing top-tier media interviews for each spokesperson in national consumer outlets to share how almonds are a crucial part of their journey to the Olympics.
The media coverage was phenomenal and included articles in print and online outlets including SELF, USA Today, GQ, Shape, New York Magazine, Health, Yahoo!, POPSUGAR and BroBible. Radio and broadcast coverage included Sirius XM Radio, “New York Live” and Sports Illustrated Now.
Rugby Tournament social post.
Rugby Tournament Sponsorship, Sweepstakes
In the months leading up to the Games, ABC sponsored the USA Sevens Rugby tournament in support of spokespeople Carlin Isles and Zack Test. The tournament is considered the “Super Bowl of Rugby,” and was the last stateside stop for the men’s team before they traveled to the Olympics. A sweepstakes on Almonds.com engaged consumers and current/new rugby fans with a chance to win VIP access to the tournament, including a trip to the tournament in Vegas plus accommodations. Sweepstakes entrants shared their favorite “Scrum Snack Mix” made with almonds. The sweepstakes elicited over 40,000 entries — the most successful ABC-sponsored sweepstakes to date.
Social Media Engagement
In addition, each spokesperson shared their almond recipes and tips through their social media channels. As a result, the campaign reached more than 2,779,236 consumers through social media with a total engagement of 27,696 likes, comments and shares.
Not only did using a timely and fitting hook such as the Olympics prove successful, but also the array of spokespeople ABC engaged complimented each other in a way that was a draw for consumers and media alike.
The “Road to Rio” campaign demonstrated how almonds can help fuel everyone’s everyday goals — whether is it is having the strength to do one extra push-at the gym or winning a gold medal — while bringing great taste, health and vitality through the enjoyment of California Almonds.
