TL;DR (A QUICK SUMMARY)

Blue Diamond Almonds needed a campaign to connect with Millennials and Gen Z who see snacking as an adventure. We refreshed “Crave Victoriously” into a bold, flavor-first message that positions almonds as a superfood snack full of exciting, crave-worthy flavors.

THE BRIEF

Background

Blue Diamond Almonds had strong sales with Boomers and Gen X but struggled to connect with younger audiences. The brand wanted to evolve the “Crave Victoriously” campaign to resonate with Millennials and Gen Z to a new message that would resonate to this younger audience. 

Assignment

Develop a campaign that drives trial and transforms “Crave Victoriously” from a proposition framed around denial or shame into a bold celebration of flavor that lets people embrace their snack cravings.

Challenge

Our audience knows almonds are healthy, but don’t think they’re exciting which is an attribute that drives most of their snacking choices. Almonds aren’t known for having particularly enticing or memorable taste or a food you want to eat everyday.

Target

Millennial & Gen Z consumers who:

• Crave adventure in all facets of life, from travel to food

• Are self-proclaimed “foodies” who have advanced flavor palettes often looking for extreme, complex and global flavors

• See snacks as a meal, looking for fulfilling options that accommodate their busy, on-the-go lifestyle

Strategy

A key insight inspired our work – Our snackers don’t deny cravings, they embrace & explore them.

We reframed almonds from a forgettable snack into a bold, flavorful superfood, highlighting wow-inducing flavors like Habanero BBQ, Wasabi & Soy Sauce, and Salt & Vinegar.

The Idea

Super Flavor All on a Superfood

We brought Blue Diamond Almonds’ bold flavors to life through entertaining stories and vignettes, showing how bold and exciting flavors can exist on a wholesome, superfood almond.