A new campaign has been developed following extensive investment in consumer and market research that revealed a gap for healthy, natural snacks in the European market, one of the largest snack markets in the world. The campaign targets food- and health-involved women, and will include an integrated mix of PR, talent endorsements and media partnerships, as well as dedicated print and online advertising support, for the first time in the United Kingdom.

The Almond Board of California (ABC) has been running marketing activity outreach to consumers and health and food professionals for many years in the UK. With the growing trend for healthy snacking, this was the ideal time to launch this campaign to further raise awareness of California almonds among U.K. consumers. The new advertisements, themed around the contents of women’s handbags, really stand out and demonstrate how almonds are a convenient, delicious and healthy snack that is essential to the lives of the audience. ABC is confident that this new approach, alongside continued campaigns reaching food and health professionals, will successfully drive demand for almonds.

The U.K. campaign will begin in January and will enlist the help of Juliette Kellow, a leading dietitian, to leverage the healthy-snacking message and establish California Almonds as the healthiest nut. The campaign will be rolled out across 17 key consumer titles — both print and online — including Easy Living, Red and Woman & Home, as well as retail magazines such as Tesco, Sainsbury and Waitrose Kitchen.

The U.K. communications campaign is part of a well-established year-round pan-European program (France, Germany, U.K.) that targets consumers, food professionals and other key influencers such as nutritionists and dietitians.