Almond Board of California: Almonds, Radiance

The Almond Board of California, an industry body, increased brand awareness and association with a healthy lifestyle in China by launching a series of videos and a 21-day healthy lifestyle diary activation.

Assignment

In a market that has a long-standing "nut tradition", California Almonds is facing the challenge of standing out among all nuts. The key marketing tasks of California Almonds in China are:

  • To increase awareness and differentiate California Almonds in target groups (female age from 21-45 in SH, HZ, CQ &TJ), broadening its consumption occasions to healthy lifestyle.
  • To drive demand of California Almonds in a consumer-oriented approach.

Challenges

  • Intense competition in nut category as 1) Chinese have a deep-rooted and traditional perception of "nuts", and 2) all imported nuts share the same general perception as "healthy".
  • The advertising law...

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