As the demand for plant-based proteins and foods continues to grow, Blue Diamond Growers, the country’s largest almond producer, is gearing up to take advantage of the trend.
The brand is launching three campaigns this quarter for three separate products: Snack Almonds, Almond Breeze almond milk, and Almond Flour. Two of those campaigns – for the Snack Almonds and Almond Breeze – will launch immediately, while the Almond Flour campaign will break in March.
The tri-campaign launch is the brand’s increased investment to showcase its signature products in new ways that demonstrate the benefits of Almonds. The agency behind the campaigns is McKinney.
The first campaign, for the Snack Almonds, highlights how Blue Diamond packaged almonds can fit nearly every snacking occasion. A 15-second television commercial features people snacking on various flavors of Blue Diamond almonds (using a variety of package sizes) creating a catchy jingle repeating the words, “Crunchy, Tasty, Sweet and Savory, Always Satisfying. Gimme Blue Diamond.”
The second campaign, for Almond Breeze, showcases the versatility and taste of the almond milk. A television commercial (which will run in 15- and 30-second versions) introduces the phrase, “Almondmilk it,” after showing a father gently ribbing his adolescent daughter for enjoying a glass of almond milk that she had disdained a few days before. (The father also subtly adds the product to his cup of coffee during the discussion.) The spot ends with the phrase, “Don’t just milk it. Almondmilk it.”
Both ads will run throughout the year on linear television, as well as social and online channels. The “Gimme Blue Diamond” spot will also run in-market wherever Blue Diamond products are sold.
Finally, Blue Diamond will introduce a new campaign touting its almond flour, marking the first coordinated marketing push for the product. While details were not available, the campaign will show off the flour’s taste and ease-of-use attributes while also noting its gluten-free qualities. The campaign will be featured at retail displays as well as through digital and social media channels, as well as through a partnership with celebrity chef Amanda Freitag.
The campaigns come as the company announced new marketing leadership. Jason Merideth has joined the company as vice president and global head of marketing. Meredith previously held several positions at Nestle, including general manager of the company’s creamer portfolio.
“I have long respected Blue Diamond’s entrepreneurial spirit and commitment to evolving with their consumers to meet shifting priorities and needs,” Meredith said in a statement. “I’m incredibly excited to bring this breakthrough campaign to market in partnership with such a smart, passionate team. It’s a key part of our journey to bring the power of almond and plant-based products to life for our consumers and deliver sustained growth for the Blue Diamond co-op grower owners.”
