California Almonds launches health snacking campaign
The campaign has been developed following extensive investment in consumer and market research that revealed a gap for healthy, natural snacks in the European market, one of the largest snack markets in the world.
The multi-channel push targets food and health-involved women and will include an integrated mix of PR, talent endorsement and media partnerships as well as dedicated print and online advertising support for the first time in the UK.
“The new creative, themed around the content of women’s handbags, will successfully drive demand for almonds alongside continued campaigns reaching food and health professionals,” says Richard Waycott, CEO, Almond Board of California.
The UK campaign will enlist the help of dietician Juliette Kellow. The UK drive, backed by an £2.8 million investment, is part of a well-established year-round pan-European programme (France, Germany, UK) that targets consumers, food professionals and other key influencers such as nutritionists and dieticians.