Diamond Foods, the California-based nuts and snacks group, has said that it has seen a significant uplift in sales and website traffic as a result of the Emerald snack brand's "natural energy" campaign.

The company said Emerald retail sales benefited from the pre-Super Bowl marketing campaign, growing by 68% in the US food channel as reported by IRI InfoScan, in a four-week period around the Superbowl 2007, against the same four weeks the previous year.

The company added that on the Monday following the game, traffic to Emeraldnuts.com also experienced a growth surge, tripling the number of visitors compared with the same time last year. In addition, views of the brand's 30-second advert on YouTube.com exceeded the 1m mark by 9 February, the company said.

The Emerald pre-Super Bowl marketing blitz included 15,000 in-store displays, a nationally distributed newspaper insert with coupon and an online campaign driving people to the Emeraldnuts.com homepage. The campaign also included a TV commercial during the game itself and extensive PR activity.

The Super Bowl activity forms part of a larger ongoing integrated marketing campaign aimed at boosting Emerald's brand awareness.

"We are very pleased by the response to our campaign," said Diamond Foods president and CEO Michael J. Mendes. "It appears that our message - that Emerald nuts are a great source of natural energy - really resonated with viewers, which is important as we begin to feature the value proposition for our brand through our new campaign."