Blue Diamond Almonds
New Business Pitch -Drive growth in the produce and summer markets.
Bring life to Blue Diamond's "Unapologetically Almond" strategy, to appeal to new audiences in the produce aisle and summer market, driving brand growth.
The Ask
Almonds are often seen as plain and unexciting compared to more indulgent and trendy snacks.
The Problem
The Solution
Instead of merely satisfying hunger, we'll portray BDA as a gateway to a vibrant, health-conscious lifestyle.
The Background
Blue Diamond Growers, founded in 1910, is a leading almond cooperative based in California. Known for high-quality almonds and almond products, they offer snacks, almond milk, flour, and more. With a focus on innovation, sustainability, and health, their products are widely available and promote the versatility of almonds.
The Research
93% of Americans want to eat healthy, and 63% of consumers say they try to eat healthy most or all of the time.
However, only 10% have done it all the way.
WHY? Because When they snack with healthy food, most don’t get the taste, flavor, comfort, or joy of snacking
We’ve seen this divide reflected in how people talk about healthy snacks. Many discussions around healthy snacks paint them as neither fun nor satisfying.
Our Audience
Snack substituters who care about their health BUT still want to enjoy snacks guilt-free.
About a third of U.S. adults prioritize health without sacrificing enjoyment. Driven by wellness, 79% seek ways to improve their lifestyle, with 41% regularly eating organic. They check nutrition labels, but still indulge in fast food, meals on the go, and sweets. Fun and enjoyment are key values for 86% of them.
Snacks are often seen as either 'healthy' or 'junk,' with healthy snacks linked to tough, serious lifestyles, while unhealthy ones are fun, quirky, and culturally appealing.
Our target doesn't want to buy into this "fun vs. health" binary
A significant number of people don’t want to make that trade-off.
Culture often ties joy and fun to junk food, making healthier options seem less enjoyable and harder to embrace.
Insight
Highlight how satisfying nutritious snacks like almonds can be, appealing to those who value both health and indulgence in their snacks and lifestyle.
Opportunity
Strategy
Position Blue Diamond Almonds as a delicious, guilt-free snack that blends pleasure and health, enhancing daily routines and promoting well-being.
INTRODUCING
The Goal
Make Blue Diamond Almonds the go-to snack that perfectly blends health and fun, driving attention and boosting engagement in the summer months when consumers turn to the produce aisle.
The team
PACO COLLECTIVE AGENCY
My role
Market research
Strategy development
Creative Briefing
Internal and External Pitch
