Almonds have always been a big part of the winter months in India, traditionally given to children first thing in the morning. Soaked in water the night before, almonds are peeled and kept ready to hand out to children or serve with breakfast. The Almond Board of California’s (ABC’s) TV and concurrent print campaign celebrates mothers, the ones who are taking the tradition forward, and reinforcing their strong belief in the nutritional value of almonds.
During the winter, the ad was aired on all leading India entertainment channels and was augmented by a simultaneous print advertorial campaign. A comprehensive consumer and market study conducted last year revealed that the campaign for northern and western India was universally appealing and relevant, and struck a chord in the South Indian markets as well.
The PR campaign for ABC is focused on reiterating the health benefits of regular consumption of almonds, and positioning them as essential for good health throughout the year. In the past several months, the change in season, (i.e. the onset and end of winter), and festivals and occasions such as Christmas, Lohri, New Year’s Day and Valentine’s Day were recognized, as well as lifestyle-related touch points, such as tips to lose weight and essential foods for good health and well-being.
Targeted media pitches and press releases have resulted in coverage in leading national publications, including The Times of India, Hindustan Times, The Week: Health, Mint, DNA, Deccan Herald and others, as well as leading regional publications across numerous cities.
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