One new product. Thousands of potential applications.
Blue Diamond Almonds Global Ingredients Division wanted to introduce a first-of-its-kind product to the functional food and nutraceutical industries — an almond protein powder those audiences had been waiting for.
As the leader in all things almond, Blue Diamond had to be first-to-market. They turned to 2.718 Marketing to make sure the launch got the attention it deserved.
THE BLUE DIAMOND GLOBAL INGREDIENTS DIVISION GROWTH SNAPSHOT
1 million+ paid & earned media impressions
Products containing Almond Protein Powder now appearing at retail
CREATIVE & MEDIA
We focused on the differentiators food R&D scientists and product managers (and their end customers) care about — taste and texture. The resulting campaign, “New Frontiers,” included ads in a variety of media, all driving to a landing page where prospects could download in-depth formulary information and request samples.
The “New Frontiers” campaign included:
- Geofenced banners
- Programmatic media
- Native ads
- Email marketing
These efforts garnered over 1 million paid & earned media impressions.
TRADE SHOWS & EVENTS
“Taste it for yourself!” was the rallying cry at trade shows. The strong marketing pre- and during show resulted in huge lines at IFT, SupplySide West, and Natural Products Expo West.
Almond Protein Powder was promoted with demos, taste tests, and speaking engagements during:
- Industry events
- Conferences
- Seminars
Getting directly in front of people is almost always a good idea. In this case, it meant Blue Diamond receiving hundreds of requests for samples or more information in just two months.
PR & MEDIA RELATIONS
Our integrated media relations strategy helped Blue Diamond:
- Land interviews and dozens of placements in widely-read trade publications
- Take the spotlight in news and feature stories
- Build Blue Diamond’s visibility as a premium supplier of almond protein powder to nutraceutical, food ingredient, and foodservice markets
- Position executives as thought leaders for the company and product
This strategy resulted in over 50 online and print PR placements in highly influential trade publications.
THE IMPACT
The campaign wowed the media, food and beverage R&D scientists, and product managers for major CPG brands —which got Blue Diamond Almond Protein Powder into formulations for new food and nutraceutical products. Products containing Almond Protein Powder are now appearing at retail outlets nationwide.