A clever series of marketing images, including a short, sexy dress made out of almonds will be used this year to encourage more people to eat Australian almonds. The Almond Board of Australia unveiled its new awareness campaign at their third annual marketing forum inMelbourne last month. “The sexy little almond dress says it all really,” she said. “Youcan lookand feel great byadding almonds to your diet.” ABA Chief Executive Officer Julie Haslett said the underlying message that a handful of almonds a day was good for your heart, your waist line as well as tasting great would be portrayed through the images. “Our almonds are in strong demand around the world and while domestic consumption has increased, we believe there is potential for moreAustralians tobe eating our home grown almonds more often.” Seven images highlighting the health benefits, the taste of almonds and their spectacular blossom are designed to encourage more people to eat Australian almonds. Ms Haslett said the new images would focus on issues like: Enjoying new season Australian almonds, maintaining a healthy heart, using almonds as part of a weight loss program and sharing the beauty of Australia’s almond orchards in blossom The ABA will invest in magazine advertising to highlight the taste and health benefits of almonds over the next year. ABA marketing consultant Joseph Ebbage outlined a campaign that will feature in-store promotions and a series of advertisements feturing the new concepts in women’s magazines. The creator of the concepts, Clare Smith of Admark, said the average person is exposed to 2000 advertising messages every day. Our images are based on penetrating a psyche that deflects most advertising messages and that’s why we work on the philosophy of “saying cat, but showing dog”. These images will be used at different times of the year to focus on different attributes.