Snacking instead of baking: From California to the German market.
Active worldwide, underestimated throughout Germany.
Representing almost 8,000 farmers and processors, the Almond Board of California is responsible for the global marketing of Californian almonds. Our job: to develop and implement communication for the German market together with our American partner agency SRG. Germans like to bake with it – but the almond is not (yet) popular as a healthy snack.
Snack the Californian sun.
A German-American co-production created a campaign idea that works for all channels: “Snack the Californian sun”. The modern and light snack, fresh, feminine, full of life, like the Californian attitude to life. The stylised fusion of the almond can with the sun establishes a key visual that underlines the message and positioning in all media.
Hollywood vibes for the German market.
The driving force behind the campaign is the elaborately produced TV advert, filmed in California and polished in Frankfurt am Main. We present the almond in a new light for the German target group and rely on atmospheric images full of joie de vivre and lightness. Always there and right in the center: The almond as a small, light snack for in-between meals.
Entertaining in the long term: multi-channel campaign.
During the production of the advert, extensive campaign footage was produced for use in various channels, especially for social media. “Snackable content” in the true sense of the word. Since the campaign launch, this has been used in many social media flights that deal with various focus topics such as health, beauty and zero waste. Once awareness has been raised, specific benefits are communicated.
