Almond Board’s North America marketing team has just launched its main FY17 consumer PR campaign, with advertising and social media integrations, encouraging consumers to power through their afternoon energy crash and “seize the afternoon, or Carpe PM!”
Building on insight that consumers can feel a slump in the afternoon and fall prey to nutrient-void snack choices, Almond Board conducted a survey to find what time people crash and how they feel about it. Results found that the average time of the afternoon crash is 2:58 pm. Then we enlisted two experts, registered dietitian nutritionist Dawn Jackson Blatner and celebrity trainer Jen Widerstrom (from NBC’s hit series, “The Biggest Loser”), to provide tips and tricks for outsmarting the afternoon crash with healthy almond snacks and some blood-pumping moves.
To maximize visibility, we initiated a contest encouraging consumers to send in their own personally relevant experiences and tips. The grand prize is an office party with Jen Widerstrom.
And a new content-heavy Carpe PM section of almonds.com was created with news, spokesperson tips, memes, an energizing Spotify playlist and other afternoon inspiration.
The page will be updated throughout the campaign and promoted via social media. So make sure you’re following us on Facebook and Instagram, and check the Carpe PM page often!
