Our key consumer message: “A handful of almonds everyday” has recently been promoted through a range of advertisements, advertorials and editorials...
“Raising the profile of eating almonds everyday is the primary objective of our consumer communications”
ADVERTISING: Bianca Chatfield
Recently launched advertising that depicts Bianca Chatfield, Australian Netballer links the enjoyment of eating almonds with good health and fitness. Supplemented by an easy to follow, good tasting recipe, these ads have appeared in Good Taste and Heart Healthy Living magazines. Key focus of our advertising from April to June is ‘ time to try: New Season Almonds’. Our ‘new season’ is an ideal time for con- sumers to ‘try’ and enjoy premium quality Australian Almonds. This advertising campaign appeared in Australian Good Taste, Australian Table, Superfood Ideas and Vogue Entertaining magazines. Also featuring in the food supplement of the Herald Sun (Melbourne), Daily Telegraph (Sydney) and the Courier Mail (Brisbane). Advertorial features are a highly effective mode of communication. The ABA has developed a ‘brekkie almond’ advertorial that appeared in the March edition of the Australian Good Taste magazine. Based around the genuine appetite appeal of eating almonds, the advertorial feature highlights the key health benefits of eating a handful of almonds every day. While many Australians like eating almonds from time to time, very few understand that they should be eating a handful every day. ADVERTISING: New Season Almonds ADVERTORIAL: Brekkie Almonds
EDITORIAL: Catherine Saxelby, one of Australia’s leading nutritionists, incorporated almonds in a two page feature on ‘Top 10 Superfoods’ in the December edition of Australian Table magazine, followed up by a full page feature on almonds in the May edition. Australian Table positively identified almonds as one of the healthy ways to beat the 3pm “munchies”. Together with Nuts for Life, our PR pro- gram has provided great new recipe ideas using almonds. Media monitoring has indicated the high level of exposure almonds are currently receiving from food writers across a wide range of magazines, such as the latest issue of Delicious magazine which highlights the great taste of almonds.
Our Australian Almond PR program aims to build on this interest by raising the awareness of almonds and the many health benefits of eating a handful of almonds everyday.