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.
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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.
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By GlobalData“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.”
