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 cup-holders. The canister lids measured out 1.5-ounce servings. To create national brand recognition and to move away from its image as making nuts that were only for cooking, Diamond released its "Emerald Nuts Marketing Campaign" in early 2004.

The "Emerald Nuts Marketing Campaign," created by Goodby, Silverstein & Partners, appeared in print, Internet, and television formats. The agency created 15 television...

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