To kick off the New Year, a new advertising campaign will launch in France targeting the French female consumer. The previous campaign, entitled “Handbag,” helped raise California Almonds to the No. 1 nut eaten as a snack and the acknowledged No. 1 healthiest nut during its four-year run. However, through consumer research and in-market focus groups, much has been uncovered about the evolving French consumer, giving Almond Board of California (ABC) new insights to tap into. The resulting new campaign “One With Nature” makes its consumer debut in January 2017.
Raising Almond Quality Benefits
The campaign was conceptualized around the idea that the French female consumer already thinks highly of almonds: she is starting to carry them in her handbag for on-the-go snacking, and she sees them as being a hot item, but she is unaware of the many qualities almonds possess. Our job was clear: reinforce the benefits she finds to be the most motivational to her — 160 calories per handful, 15 essential nutrients and a natural/unprocessed snack.
Several campaign concepts were tested with consumers, but the “One With Nature” was a clear winner, testing highest and outpacing the other concepts (including the award-winning “Handbag” ads) in all categories: consumer appeal, motivation to eat almonds and believability.
Almonds in a Natural Setting
The new campaign is unique, breakthrough, whimsical and intriguing. The headline reads “La nature fait bien les choses,” which is an old French proverb meaning, “nature does things best.” Plants, frogs, hummingbirds, butterflies and ladybugs are featured in the ad, together with a bowl of almonds, in a natural setting to illustrate nature’s admiration for the mighty almond. In other words, all of mother nature’s creations are perfectly made just like a healthy, natural almond snack!
A full set of ads will launch this month — including print, video, mobile, social and digital. The campaign is expected to deliver nearly 250 billion impressions from January to July 2017.
