TL;DR (A 3-SENTENCE SUMMARY)

Blue Diamond’s almond sales surged at the onset of COVID-19 when people were pantry-loading to prepare for quarantine, but, over the summer, sales dramatically dropped. Strategy and creative worked together in a short sprint to develop an approach to jumpstart sales. We produced 11 social/digital videos to ritualize new almond occasions and showcase product versatility through recipes in order to re-inspire consumption.

THE BRIEF

Background

When COVID-19 hit, Blue Diamond’s sales surged when consumers pantry-loaded to prepare for stay-at-home orders & quarantine. Over the summer, sales dramatically dropped, due to:

Little to no C-store visits
Consumers planning their drug and grocery store lists for very quick in-and-out visits, and almonds are not on the priority list or shop path
Consumers having a stock of BDG almonds in their pantries, and are not consuming them quickly

Assignment

Develop a strategic & creative approach to address declining sales.

Objectives:

Get on the list: Make Blue Diamond almonds a need/want.
Increase consumption: Encourage consumers to eat their supply.

Approach

Create a digital/social campaign that inspires new almond occasions by:

Ritualizing new snack almond moments
Showcasing product versatility through recipes

Ritualizing new snack almond moments

Tension
When COVID-19 hit, people flocked to grocery stores and pantry-loaded with shelf-stable products including almonds, but people are bored or have forgotten they’re there when they want a tasty snack.

Idea
To drive consumption of people’s almond supplies, we’ll help people ritualize new snacking moments by reminding them with a sticky message “28 Almonds A Day” and enticing with flavor-forward visuals. 28 almonds is the serving size of the products in our delicious BOLD flavor line-up.

These reminders will live as paid and organic pieces of content across social platforms and digital programmatic.

Creative Approach
Let’s remind people that, when they eat their 28 Blue Diamond Almonds a day, they get to experience a moment of BIG flavor despite almonds being such a small snack. To do this, we’ll create fun, flavorful graphics that show the literal foods, spice, and flavor that you’ll taste in those 28 almonds.

Work was developed in 16:9, 9:16, 4:5, and 1:1.

: 15 Social/Digital Videos:

Showcasing product versatility through recipes

Tension
Quarantine has forced many people to cook every meal for themselves when they are used to supplementing at-home cooking with eating out. Cooking fatigue is starting to set in, leaving people wanting simple, delicious hacks for easy meals.

Idea
Convert our online archive of snacks recipes into social-first recipe content, making it easier for people at home to try something new by sharing recipes each week from June through August.

These social-first recipes will live as paid and organic pieces of content across social platforms and digital programmatic.

Creative Approach
Using stop-motion animation, let’s show off unexpected ways users can use BD almonds in different recipes. We’ll use flat-lay photography to show off the ingredients used, but we’ll make it unique to the brand by using a monochromatic aesthetic that varies with each, bold flavor.

Work was developed in 16:9, 9:16, 4:5, and 1:1.

Social/digital Videos:

Social Stories:

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TEAM

Hannah Barr - Strategist
Jeremy Davis - Strategy Director
Janni Widerholm - Social Creative Lead
Mary Nowels - Creative Hybrid
Gabby Grubb - Creative Hybrid
Chris Juhas - Creative Director
Fabio Brigido - Creative Director
Gavin Milner - Group Creative Director
Josh Levion - Associate Producer
Hannah Cartelli - Project Manager
Tatiana Froehlich - Senior Account Executive
Shannon Franqui - Business Lead

Campaign: Jumpstart