In-depth research with California residents uncovered new communication opportunities that have led to sustainability1 advertising over the radio and online.
According to the research, some California residents have started to question the impact almonds have on their community, and want to know that everyone is doing their part to conserve natural resources — including agriculture.
The new ad campaign, “Grow What You Know About Almonds,” is designed to address this concern, and show California residents that the California Almond industry is committed to producing food that is good for them and their community. The more they know about how almonds are grown, the more they’ll love them.
The creative highlights the almond community’s role in boosting the economy, and how generations of families have grown almonds and are conscientious in preserving the resources for the next generation. All the advertising points to the new AlmondSustainability.org website, where visitors can continue to grow what they know about almonds.
The new radio ads are up and running on NPR and talk radio in Sacramento, Los Angeles and San Francisco. The digital advertisements are in Sacramento-based email newsletters and on California news websites, including the Los Angeles Times and San Francisco Chronicle. The entire lineup of ads is anticipated to generate more than 10 million impressions in California by the end of the 2015–2016 crop year.
1. Sustainable almond farming utilizes production practices that are economically viable and are based upon scientific research, common sense and a respect for the environment, neighbors and employees. The result is a plentiful, nutritious and safe food product.
