“The Heart Yearns for Almonds”

1. “The Heart Yearns for Almonds” An Integrated Marketing Campaign for Blue Diamond Growers Richard Robinson, Account Executive MarihaChowdhury, Creative Director Advertising Creative Strategies December 2011

2. The Brand • Blue Diamond Growers (“Blue Diamond”) is a California-based cooperative of American almond farmers. • Blue Diamond products are currently sold in 95 nations and account for 80% of the global almond market. • Blue Diamond sold 1,500,000,000 pounds of almonds in 2010, and sales are expected to increase in 2012! • Founded in 1910, the Blue Diamond brand is tied to a long history and a rich tradition.

3. The Products • Several varieties of almond butter • Portable almond snacks in “100 Calorie Packs” • Almond milk • A line of traditional roasted almonds for snacking • A line of almonds for use in baking • A line of almond-based chips and crackers

4. The Big Idea • Heart disease is currently the leading cause of death in the United States; this has led to a surge in the popularity of heart-healthy diet and exercise regimens. • Studies have shown that lowering cholesterol and blood pressure levels can greatly reduce the risk of heart disease. • Almonds have been clinically proven to lower cholesterol by up to 4.4 percent, a fact that is currently noted on the Blue Diamond website. • The Heart Yearns for Almonds! Blue Diamond provides an exciting variety of options for the heart-conscious consumer looking for healthier snack options!

5. The Target Audience Typically Aged 55+ Conscious of Heart-health Empty Nester Potential Grandparent Financially Established Physically Active

6. The Competition Other Nuts Heart-Healthy Foods

7. The Bottom Line • Focus of Sale: • The campaign shows older consumers that Blue Diamond offers the many heart-healthy benefits of almonds in a variety of delicious and versatile products. • Support: • Blue Diamond carries a range of almonds products that can be filling yet a healthy snack for consumers. • Numbers of scientific studies show a connection between eating almonds and lowered risk of heart disease since its low in saturated fat and cholesterol. • Eating one ounce of almonds lower total and harmful LDL cholesterol by 4.4 percent.

8. Product Line Extension • A line of heart-healthy, frozen meals featuring Blue Diamond almonds • Quick and easy to make • Low in Fat; High in Nutrients • Sold in health-food stores and large grocers nationwide

9. Print Advertisements • Series of 4 advertisements that build upon each other • Each advertisement will run for 3 consecutive months before being replaced by the next one • Advertisements will run in general interest and specialty magazines of interest to the target market

14. Outdoor Advertisements

15. Range of Products on the side of escalators in the airport and mall. • Rationale: • Location of escalators makes ad easily visible. • Featured in places our target audience visits in large numbers • Featured in places where people are likely to desire an easy snack

16. Almond shaped sign-boards with encouraging messages placed in park pathways • Rationale: • Park is a prime location for cardiovascular exercise. • The almond sign-boards will promote consumption of Blue Diamond almonds among our target audience. • The positive messages will allow the audience to feel good about themselves and the brand.

17. Point-of-Purchase Display • Heart-shaped sign sticks out and draws attention to aisle. • Associates Blue Diamond products with heart-health. • Allows customers to see the full range of Blue Diamond products side-by-side. • Will be placed in health-food and organic grocery stores nationwide:

18. Event Sponsorship • Nationally sponsor the “American Heart Association Health Walk” • Sample of Blue Diamond 100 Calorie packs distributed in the bag of parting gifts each finisher receives • Coupon book featuring incentives for entire line of Blue Diamond products

19. Thank You for listening! Any Questions?