Campaign to promote almonds
The Almond Board of California’s (ABC) new consumer advertising campaign, Crunch On, has just launched in national print, broadcast and online outlets.
The energising campaign is based on consumer research conducted throughout 2012, which found that frequent almond consumers are motivated in part by what they consider to be the substantial, differentiating and powerful crunch of California almonds.
Though geared toward consumers, the campaign’s research-based approach holds implications for food professionals as well. Studies show that more and more manufacturers are increasing consumer appeal of their products by leveraging almond origin and texture directly on product labels using terms such as “almond crunch” and “California-grown.” The consumer campaign’s bold and lively images, copy and font treatments help visually reinforce the message that almonds are a powerful, crunchy and nutritious snack. And the tagline, “Crunch On,” speaks to an attribute in almonds that helps consumers approach their activities with joy and passion for life and health.
Molly Spence, ABC’s regional director for North America, says: “People who eat almonds a lot know that when crunching into an almond, they’re getting valuable nutrients to help them accomplish their goals, whether that means staying energized at their desk all afternoon or training for a race.”
New research published in the European Journal of Clinical Nutrition showed that study participants who snacked on 1.5 ounces of almonds a day reduced hunger and appetite without increasing body weight. Despite eating an additional 250 calories from almonds daily, neither calorie intake or body weight increased among participants.
