Isobel creates almond-focused campaign for US growers

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Independent creative agency isobel has created a new campaign for the Almond Board of California (ABC) to help drive a longer-term love of the nut.

In partnership with Sterling-Rice Group (SRG) and Porter Novelli UK, isobel has launched the 'Do You Almond?' campaign - which will be executed over a number of years to encourage future demand.

Almonds are already apparently perceived by consumers to be the healthiest nut in the UK, and consumer habits are turning towards products including nut milks - something the ABC wants to capitalise on.

The quirky campaign shows people doing extraordinary things with effortless ease, seemingly fuelled by the natural power of Almonds. They include a contortionist grandma, seen below. Each one ends with the line: "Do You Almond?"

It launches today with a spend of £1.3 million in the first six months across multiple channels including digital OOH, digital TV, influencer marketing, paid social, as well as Spotify and podcast advertisements.

Dariela Roffe-Rackind, Director of Europe & Global Public Relations at ABC, said: “There is a huge opportunity in the UK right now to highlight why almonds are so suited to evolving consumer preferences.

"The continued rise in popularity of plant-based eating has brought with it a return to a ‘back to basics’ desire from consumers for more natural, simple foods to fuel them throughout their increasingly busy lives. With almonds, whether they’re eaten by the handful or with other foods, consumers can feel good about eating them because they are a nutrient-dense, plant protein that also contain healthy fats and fibre to provide natural energy and goodness.

“At the core of our new campaign is the idea that almonds are a natural fuel which allow consumers to be the best they can be. Ultimately, the campaign uses humour to position ‘almond’ as a verb and reinforce the positive connotations of “almonding” to drive awareness of the extensive benefits that eating almonds can bring.”

Ben Stump, Creative Director at isobel, said: “The health food category can be a little dull. So, from the outset the team was keen to give almonds the standout they deserve. ‘Do You Almond?’ is a campaign that lets us play to our audience through a quirky tone and some tongue-in-cheek executions, while also carrying a truthful message about what almonds can do for you.”