case study
More Than a Snack
synopsis
challenge
solution
Blue Diamond® is the leading brand of almonds in the United States. Traditionally focused on flavors that fit with core salty snacks and entertaining occasions, the brand began to mine healthy snacking options with Whole Natural and Oven Roasted flavors, targeting female consumers as a viable market for growth. SAI developed the "More Than a Snack" advertising, merchandising and promotional campaign. This message allowed the brand to communicate all the benefits of Blue Diamond® Almonds, including those related to both the health and lifestyle active woman that were seeking smatter snacking choices.
Blue Diamond® needed a campaign that identified with the lifestyle challenges of moms and busy career woman, while also driving the natural home the nutritional benefits of snacking on Blue Diamond® Whole Natural Almonds. The campaign cut through the clutter of traditional mass print advertising and easily translated into meaningful advertising for the consumer in a wide range of environments. It was important that the campaign message did not alienate Blue Diamond's core "big game" snacking positioning, but simply helped focus consumer mindsets towards making healthier snack choices with Blue Diamond® Whole Natural Almonds.
SAI Marketing created the "More Than a Snack" campaign. The creative platform worked to identify with the many family, career and personal fitness challenges that woman face, helping to personalize the campaign and capture consumer interest. Key media tactics included: national print advertising in women's lifestyle magazines, national television advertising, in-store merchandising, Ladies Pro Golf Association (LPGA) sponsorship, sampling and trade communications. The ad campaign was recalled by over 2/3 of readership, and 30% of the consumers indicated that they planned to purchase the product (vs. 20% average). Today the Whole Natural flavor is the #1 SKU in Blue Diamond's line and the "More than a Snack" platform has been extended to Blue Diamond® Oven Roasted, Bold and Traditional Flavored almond advertising and promotion.
