California Almonds has announced the launch of a new multi-country marketing campaign that looks to tap into evidence of a shift in consumer snacking to healthier products, by positioning almonds as a convenient snack for busy woman.
The drive, which began in January in the UK, was developed after market research revealed a gap for healthy, natural snacks in the European market, according to a report by Nutrition Horizon.
Consisting of a mixture of public relations activity, talent endorsement, media partnerships and advertising, the campaign targets women who are increasingly concerned about the health benefits of food, by raising the profile of almonds and highlighting rising global demand.
'We have been running marketing activity outreaching to consumers, health and food professionals for many years in the UK,' Richard Waycott, CEO of the Almond Board of California to Nutrition Horizon. 'With the growing trend for healthy snacking, we felt this was the right time to launch this campaign to further raise awareness of almonds among UK consumers.
'The new creative, themed around the content of women's handbags, really stands out and demonstrates how almonds are a convenient, delicious and healthy snack that is essential to the lives of our audience,' he added. 'We are confident that this new approach, alongside continued campaigns reaching food and health professionals, will successfully drive demand for almonds.'
The UK drive is part of a year-round European programme that also incorporates France and Germany, and is backed by an investment of £2.8m (€3.3m).
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