Program Summary:

• An 8 months integrated campaign across UK that grabs the attention of Jane (what we like to call our target audience! women 35+) and makes her stop and think of almonds as a healthy snack.

Campaign Goals:

• Showing Jane that forming a healthy snacking habit into her daily lifestyle, e.g. snacking on a handful of almonds, can make her feel happier while being satisfied she’s getting the nutrients she needs to keep her going strong no matter what her day brings.

Challenge:

• Women bake with almonds, cook with them and use them as a topping, but never think of having them as a healthy snack.

Program Detail:

• With the experts, launched the 21 day snack challenge and illustrated how simple it is to make the switch to a healthier snack like almonds

• Select working women, from a range of industries e.g bloggers, WI members, journalists, stylists, events, personal trainers, accountants..etc. to bring Almond Board key messages to life.

Results:

• Sales have increased by a fifth (21%) outpacing the category and every other nut in the category.

• So far, 629.3 million impressions have been generated

• Almond shipments to the UK were up 7% this year

• Although the campaign is ongoing until July 2013, we have had 3,700 Janes sign up to the challenge

• And, if that’s not enough Michael Kors even includes almonds as a handbag essential in his latest campaign

Snack Happy campaign is a snack swap challenge to eat a handful of almonds daily, over 21 days, the time it takes to form a habit. Launched with Red magazine and owned media, Jane signed up to received almonds and a tin helping to drive the ‘in your handbag, on the go’ message as well as daily tips and support.

A nutritionist, physiologist and personal trainer were made available to support Jane through the challenge. Real life Jane, TV & radio presenter Zoe Ball took the challenge and documented her experiences in diary style excerpts. With the absence of owned social media, our ambassadors were chosen for their networks and ability to spread the word, peer to peer. Our ambassadors allowed us to talk credibly about almonds: from skin boosting vitamin E through to the stress busting properties of crunchy foods, as well as provide content for press office activity.

Thanks to Jane, almonds are currently bucking the trend. Sales have increased by a fifth (21%) outpacing the category and every other nut in the category. Anecdotal feedback from retailers states that new almond snack product lines have been introduced because of the Snack Happy campaign.

So far, 629.3 million impressions have been generated, that’s 3,094 editions of UK Vogue. Almond shipments to the UK are up 7% each year from 08/09 to 11/12 (3 yr. CAGR), enough almonds to fill 3,799 Mulberry Bayswater handbags .

And, if that’s not enough Michael Kors even includes almonds as a handbag essential in his latest campaign.