18
Almond Facts
SEPTEMBER | OCTOBER 2015
CORNERING THE MARKET
Almond Breeze
“Spooks the Herd”
in New Australian Campaign
Competition in Australia between
dairy and non-dairy alternatives is
strong and the success that
Almond
Breeze
has experienced in the market
has attracted the attention of two very
curious dairy advocates – Bess and
Daisy, dairy cows naturally wary of
up and coming
Almond Breeze
. The
cows have spotted a farmer planting
almond trees beyond their pasture
and ask this all-important question –
“Is it better than milk?”
The campaign, launched in Sydney, Australia
in the first week of August, is meant to be
“cheeky and disruptive, thereby piquing the
interest of milk users, and getting them into
Almond Breeze
,” said Brendan Binder,
Blue
Diamond’s Almond Breeze
Business Director.
Television advertising ran the entire month of
August and into the first week of September,
supported by digital and bus advertising.
Inspiration for the campaign came from
the 1990s British sitcom “Keeping Up
Appearances.” Bess and Daisy are based on
two of the show’s main female characters,
Mrs. Hyacinth Bucket and her friend
Elisabeth. “The gossiping know-it-all alpha
female embodied by Mrs. Bucket inspired the
subtle stylization of the cows’ face designs,
as well as the eye and mouth expressions
of Daisy,” according to James Roberts,
Managing Director of Red Hammer, the
Australian advertising agency brought in to
bring the campaign to life. “The nervous
darting eyes of Elisabeth were also translated
into the cow-equivalent.”
The commercial also features a close-up of an
almond blossom turning into a mature almond.
“We had to take some artistic license with the
growth of the almond bud. It had to bloom
from bud, to flower, to final seed, all in a matter
of six seconds,” Roberts said. Much research
went in to determining the different stages of
growth to get the animation just right.
“We are maximizing the value of our
new campaign by completely overhauling
our online presence,” Binder said. The
Australian
Almond Breeze
homepage, www.
almondbreeze.com.au, has a brand new look
featuring the cows front and center. It also
highlights
Almond Breeze
recipes, offers a link to the 10-Day A
lmond Breeze
challenge and offers information on each of the cooperative’s products
available in that country.
The redesign is also evident on Facebook where exciting recipes, healthy
lifestyle posts and fun contests encourage
Almond Breeze
fans to interact with
the brand.
“Australian consumers love our product and we’re enjoying finding new and
creative ways to bring in new consumers to the
Almond Breeze
community!”
Binder said.
