By using American Almond’s heritage as its strength, versus a perceived weakness, and crafting new messaging to support this, we helped to change the perception of the brand from being “old-fashioned” and dated to one that is experienced and innovative. Intentionally launching this campaign around the RCA 2008 Culinology Expo, we took advantage of the timely exposure that our core target audience was going to be in one place all at one time. Our audience essentially interacted with American Almond’s new image every step of the way. From trade advertising and transit signage to billboards and venue applications the intention was to “lead them to water” or in the case of this campaign, right to the American Almond booth. This launch was wildly successful in so many respects and reestablished American Almond as an industry leader in fine tree nut products.
CLIENT: American Almond
OVERVIEW: Brand Development, Campaign Development, Integrated Marketing Communications, Packaging, OOH, Tradeshow, Digital, Mobile Concept, Advertisements
ROLE: Creative Direction, Art Direction, Design, Copy Writing, Project Management