Campaign details

Brand: California Almonds
Brand owner: Almond Board of California
Lead agency: PHD China
Contributing agencies: Ruder Finn Shanghai
Country: China
Industries: Savoury snack, potato chips
Media channels: Online display, Online video, Public relations, Social media, Websites & microsites, Word of mouth, influencers
Budget: 1 - 3 million

Executive summary

With the US-China trade war pushing almond import tariffs to 50%, Almond Board of California collaborated with a Chinese designer to create a branded fashion line and runway show at Shanghai Fashion Week to spark interest and gain favourability among fashionistas and ultimately the wider young Chinese female population.

Market background and cultural context

As an agricultural commodity, Almond Board of California doesn't directly sell consumer products or manage a retail brand.