Case Study / Food & Beverages
Almond Board of California
California, the almond state
Client
The Almond Board of California is a marketing organisation representing the interests of some 6,000 American almond farmers and 100 wholesalers both at home and abroad. About 80 percent of all almonds processed worldwide come from California. The almonds are exported to over 100 countries. Porter Novelli currently supports the Almond Board in seven countries.
Goal
Almonds are regarded as high in calories and frequently just seen as a baking ingredient. However, scientific studies show that almonds are rich in vitamin E and other healthy nutrients. The aim is to change the image of almonds from a baking ingredient to a healthy snack between meals as well as important ingredients in the snacking, confectionery and pastry segment.
Strategy
The image change is to be implemented with the help of an "Advisory Board" consisting of wellknown international medical specialists during health symposiums and trade shows. Consumers are informed via the consumer press about how to integrate the healthy almonds in their daily eating plan. Food manufacturers are addressed via trade media to inform them about the value almonds add to their products.
The Almond Board of California is a marketing organisation representing the interests of some 6,000 American almond farmers and 100 wholesalers both at home and abroad. About 80 percent of all almonds processed worldwide come from California. The almonds are exported to over 100 countries. Porter Novelli currently supports the Almond Board in seven countries.
Goal
Almonds are regarded as high in calories and frequently just seen as a baking ingredient. However, scientific studies show that almonds are rich in vitamin E and other healthy nutrients. The aim is to change the image of almonds from a baking ingredient to a healthy snack between meals as well as important ingredients in the snacking, confectionery and pastry segment.
Strategy
The image change is to be implemented with the help of an "Advisory Board" consisting of wellknown international medical specialists during health symposiums and trade shows. Consumers are informed via the consumer press about how to integrate the healthy almonds in their daily eating plan. Food manufacturers are addressed via trade media to inform them about the value almonds add to their products.
Implementation
The global strategy is supported by country-specific themes and PR measures such as co-operations with specialist nutritional associations, congresses and symposia. Every country works alongside local and international experts to publicize scientifically established results about the health properties of almonds in the national press.
Result
With this global, long-term "influencer" campaign, Porter Novelli was able to provide the Almond Board of California with proven and cost-effective support for its scientific, nutrition-related communication, in order to change the image of almonds on a lasting basis.
The global strategy is supported by country-specific themes and PR measures such as co-operations with specialist nutritional associations, congresses and symposia. Every country works alongside local and international experts to publicize scientifically established results about the health properties of almonds in the national press.
Result
With this global, long-term "influencer" campaign, Porter Novelli was able to provide the Almond Board of California with proven and cost-effective support for its scientific, nutrition-related communication, in order to change the image of almonds on a lasting basis.
back
