What they asked for
What they got
THE SITUATION: OPENING A DOOR FOR AN INDUSTRY-FIRST PRODUCT
Blue Diamond Almonds Global Ingredients Division wanted to introduce their latest ingredient, Almond Protein Powder, to the functional food and nutraceutical industries.
This product is the first of its kind and something food formulators have been hoping for. As the leader in all things almond, Blue Diamond had to be first-to-market. We focused on the key differentiators of Blue Diamond Almond Protein Powder — a clean taste that doesn’t require flavor masking, and a smooth texture that consumers crave – to get the attention of food R&D scientists and product managers.
The Answer: TASTING IS BELIEVING
CREATIVE AND MEDIA
To introduce this truly groundbreaking ingredient to key audiences, CBD emphasized the uncharted territory and never-before-seen advantages. The resulting campaign “New Frontiers” delivered on the primary KPI – cost per conversion – with all ads driving to a landing page where prospects downloaded more in-depth formulary information and requested samples.
The “New Frontiers” campaign included:
- Geo-fencing banners
- Programmatic media
- Native ads
- Email marketing
TRADE SHOWS AND EVENTS
“Taste it for yourself!” was the rally cry at trade shows. The strong marketing pre- and during show resulted in huge lines at IFT, SupplySide West and Natural Products Expo West and were just the beginning of this product’s success.
Almond Protein Powder was promoted with demos, taste tests and speaking engagements during:
- Industry events
- And more
PR AND MEDIA RELATIONS
A comprehensive media outreach plan focused on educating prospects while positioning Blue Diamond Almonds as the undisputed leader in this category. These efforts generated unprecedented amounts of attention.
Our integrated media relations strategy helped Almond Protein Powder:
- Land interviews and dozens of placements in top-tier trade publications
- Be front and center in news and feature stories
- Build Blue Diamond’s visibility as a premium supplier of almond protein powder to nutraceutical, food ingredient and foodservice markets
- Create opportunities for key executives as thought leaders for the company and product with relevant trade media
THE END RESULT
The campaign wowed the media, food and beverage R&D scientists and product managers for some major CPG brands — all leading to Blue Diamond Almond Protein Powder being formulated into food and nutraceutical products that are just beginning to hit store shelves.