Last fall, California Almonds hit the runway in Shanghai to bring the beauty of blossoming orchards and California sunshine to Shanghai Fashion Week (SHFW). Almond Board of California (ABC) participated in SHFW as the event’s Official Leisure Snack Sponsor. During the event, almonds were featured as a main point of inspiration for Chinese fashion influencers, who helped portray almonds as a nutritious, trendy snack in their creative work.
The Almond Board created a campaign around this sponsorship centered on embracing 
“Your Beauty Secret.” ABC partnered with top designers, models, artists and fashion bloggers to share two key messages with Chinese consumers: almonds’ beauty benefits and almonds’ trendiness as a small, portable snack. These key messages appeared in both print and online advertising and on social media through California Almond’s Instagram account as well as accounts of fashion models and influencers. As of Nov. 3, 2017, #TasteofSunshine and #YourBeautySecret generated almost four thousand clicks and more than four million reads on social media.
Another campaign effort involved the Almond Board’s partnership with Yoku, a Chinese fashion media outlet. Together, ABC and Yoku created timely stories and gathered influencer interviews amplifying California Almonds. These stories gained more than 5 million views during the fashion week.
