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BLUE DIAMOND GLOBAL INGREDIENTS DIVISION
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BLUE DIAMOND ALMONDS GLOBAL INGREDIENTS DIVISION
Launching a breakthrough innovation in almond ingredients.

What they asked for

Awareness and trial of all-new Almond Protein Powder among trade buyers and influencers.

What they got

Huge demand through major media and PR exposure, an integrated campaign and much more.
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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

RESULTS

1 million+ earned media impressions
Hundreds of requests for samples or more information in just two months
Over 50 online and print PR placements in highly influential trade publications
Products containing Almond Protein Powder now appearing at retail

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:

  • Print
  • Geo-fencing banners
  • Programmatic media
  • Native ads
  • Email marketing
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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
  • Conferences
  • Seminars
  • And more
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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.