Giving Almonds the Attention they deserve

The ‘boring’ challenge

Almonds have long been overlooked. They’re brown, wrinkly and ‘a little bit dull’.

The Almond Board of California, who produce over 80% of the world’s almonds, hired us to transform that boring wrinkly brand image into something far more exciting and aspirational.

We started with the truth. Almonds are packed with nutrients and provide feel-good fuel to help power people through their days.

This was the ammunition we needed to drive major reconsideration, and give Almonds the attention they deserve.

From data to insight

To aid our thinking, we carried out some in-depth consumer segmentation and qualitative research, identifying an ‘Aspirations Achieved’ audience as the biggest opportunity to grow almond consumption.

But we wanted to go a little deeper than this, so we expanded our focus to include ‘Health Seekers’ - a broader halo group actively looking to make better food choices.

This insight honed our brand idea: Feel Good Fuel.

Breaking out of cliched ‘lifestyle’

We knew we needed a campaign that behaved (and looked) nothing like normal health-food lifestyle advertising. Healthy people exercising on sun-drenched California beaches had to be avoided.

So, using Feel Good Fuel as our brand springboard, we broke free of the category, and asked consumers a bold question: Do you Almond?. We made ‘To Almond’ mean something - to do something extraordinarily well. We showcased people doing amazing things with effortless ease, all fuelled by the natural power of almonds.

‘Do you Almond?’ is a campaign that behaves (and looks) nothing like your normal health-food advertising.

Almonds promoted everywhere

From Spotify ads to influencer challenges, OOH to CTV, we used a mix of digital, traditional, and new media channels to reposition almonds as the nut with character.

We collaborated with 30+ influencers, including stars like Sam Thompson from Made in Chelsea, Pete Wicks from TOWIE, and fitness gurus like Joe Wicks. Together, we created over 100 pieces of content across verticals like beauty, fashion, fitness, and comedy - each infused with our ‘Do you Almond?’ creative platform.

Immensely powerful engagement

Our online video content achieved an 80% completion rate - nearly double the industry standard, exposing millions to the power of almonds. The campaign attracted so much attention that the Almond Board of California partnered with Marvel Studios for the release of Thor: Love and Thunder.

Most importantly, by championing the idea of Feel Good Fuel, we changed the conversation around almonds – giving them the recognition they’ve long deserved.