Intention and Action.
With busy lives and the expectation to always be on top-form, consumers are constantly looking to boost their energy. Knowing that almonds provide a sustained energy source, we needed to get consumers thinking about the impact of their diet on their energy, and inspire them to eat almonds to help maximise their energy throughout the day. Using tactical myth busting to grab attention, our consumer research discovered that the infamous 3pm energy slump was a myth! Consumers face a dip in energy much earlier in the day, 11am to be precise. With this key insight, we developed an integrated campaign to highlight The Great Energy Myth, positioning almonds as the solution and using ABC ambassadors renowned for their energetic personalities to tell our story. TV personality and fitness fanatic Mark Wright was the perfect spokesperson, using his always-on-the-go lifestyle to demonstrate how easy and effective eating almonds can be. To provide some crucial inspiration, we also enlisted vegan recipe duo BOSH! to provide our influencers and target audience with creative and tasty ways to squeeze almonds into our busy lifestyles. The campaign challenged consumer perceptions about diet and energy, highlighting the role nutrition can play and inspiring consumers to add almonds as a tasty solution. With Mark Wright hammering home the message that life is all about balance and that choosing the right foods is essential to keeping energy levels up throughout the day, we successfully landed coverage across national titles such as The Sun, Daily Mail, Daily Star and Daily Express.
The campaign delivered x95 pieces of coverage, reaching 28M+ with x26 pieces of UK coverage
Influencer content drove propensity to purchase and positive perception of almonds
- 73% of followers stated they’d been influenced to buy almonds
- 67% had changed their perception of almonds from neutral to positive
- 61% average retention of key energy messages