Diamond Foods, Inc.: Emerald Nuts Marketing campaign

After a $9.9m (approximately £5m at 2008 rates) campaign to create national branding for Emerald Nuts saw a $50 million rise in its net annual revenue, Diamond Foods Inc gambled its entire advertisement budget on a commercial for a 30-second, $2m Super Bowl TV spot.

Diamond Foods, Inc.: Emerald Nuts Marketing campaign

Kevin Teague

OVERVIEW

In 2004 Diamond Foods, Inc., a company known for producing culinary nuts, created a high-quality selection of snack nuts called Emerald Nuts, which came in packaging that fit automobile...