Southeast Asian region . These included Food & Hotel Indonesia in Jakarta ( July 2022 ), Food and Hotel Singapore ( September 2022 and April 2023 ), Thaifex Bangkok ( May 2022 ) and Asia Fruit Logistica in Bangkok ( October 2022 ).
In Southeast Asia , the ‘ Route to market ’ strategy for the industry focuses on cafés , driven by the growing café culture in the region . Leveraging this approach , the Australian Almond industry can position almonds as both a snack and a versatile food ingredient . The Café-Almond strategy aims to expand almond consumption beyond hospitality settings and into homes , as well as foster partnerships with food manufacturers , retailers and consumers .
To support this strategy , cooking demonstrations have been introduced at trade shows where the industry exhibits throughout the Southeast Asian region . These demonstrations serve as an effective way to showcase the versatility of almonds and inspire attendees to incorporate them into their own cooking .
From a global marketing perspective , the Australian almond industry also exhibited and presented at the International Nut Council ’ s annual Conference in May . This conference was held in London and offered a valuable platform for engaging in discussions about the issues affecting almonds and the wider global nut sector . Damien Houlahan , Director of the Australian Almond Board ( ABA ), represented the Australian almond industry and shared their perspective during the almond roundtable at the event .
Domestic Market Update : Maintaining a digital presence
In August 2022 , the industry initiated a domestic campaign called ‘ The Almond Life ,’ strategically targeting the younger demographic , which includes the older Gen Z and Gen Y consumer segments . This demographic represents a significant growth opportunity , especially as data reveals that Baby Boomers and Gen X cohorts currently dominate the market and are the primary consumers of almonds . This lifestyle campaign is designed to empower younger consumers by providing education on the diverse health benefits of eating almonds , positioning almonds as a nutritious and sustainable wholefood to elevate eating occasions .
Since their launch , the three television commercials ( TVCs ) have been broadcasted across various social media platforms , including Facebook , Instagram , YouTube , TikTok , and programmatic BVOD ( Broadcaster Video on Demand ). During the initial two-month advertising period ( from September 2022 to November 2022 ), the ads achieved great results , accumulating 1,409,000 impressions and 301,000 views on YouTube . Additionally , on Facebook and Instagram , the ads reached an impressive 1,324,000 individuals and generated 5,371,000 impressions .
This evaluation of the first two months of advertising , combined with a deep understanding of what creative resonates with the target audience , has played a crucial role in shaping the domestic advertising budget for financial year 2023-24 .
Please find the links to the three TVCs below : https :// www . youtube . com / watch ? v = jk _ e _ q9Wkz4 https :// www . youtube . com / watch ? v = OeR0wV-mCow https :// www . youtube . com / watch ? v = p5tKmeXt1-o
In addition to the ‘ Almond Life ,’ the industry has initiated a campaign with the goal of increasing sales of Australian almonds in the domestic market . The creative content has been designed to emphasise the remarkable worth of almonds , especially when consumed in a single serving . Given the economic difficulties experienced by Australian consumers this year due to increased living costs , the campaign aims to promote the affordability and nutritional benefits of Australian almonds . Since the launch of the ‘ Good Value ’ campaign in May of this year , the campaign has achieved impressive results on social media , reaching an audience of over 2 million people and garnering 8 million impressions . For the remainder of 2023 and into 2024 , both campaigns will continue to be promoted through social media channels . The ‘ Almond Life ’ campaign will serve as a means of brand building , while the ‘ Value ’ campaign will function as a sales-focused initiative . This strategic approach will help enhance consumer awareness about Australian almonds and their significance in supporting a healthy lifestyle .
Activations :
Valentines Day ( February 2023 ) and National Heart Health Week ( May 2023 )
Almonds are rich in healthy monounsatured fats , which help protect the heart , as well as packed with protein , vitamins , minerals and antioxidants . Research has shown that incorporating a daily handful of almonds into a
balanced diet can reduce LDL ( low-density lipoprotein ) or ‘ bad ’ cholesterol levels . Almonds are not only a versatile and satisfying snack on their own but can also be used in a wide variety of savory and sweet recipes .
On Valentines Day in February and National Heart Health Week in May , Australian Almonds ( The Almond Board of Australia ) reminded consumers that eating a handful of almonds every day as part of a balanced diet can help to keep the heart healthy . City professionals in Sydney , Melbourne and Brisbane were treated with complementary samples of almonds , packaged in a convenient reusable metal heart-shaped tin as they head into the office .
Overall , the activation was a significant success , with over 7,000 heart tins sampled across all three states for Valentines Day and more than 3,000 heart tins sampled in Melbourne for National Heart Health Week . Consumers ’ sentiment was very positive , with people stopping to find out more about Australian almonds and where the almonds are produced in Australia .
Fitness & Sports Nutrition Program Ambassador : Simone Austin
As a component of Australia ’ s fitness and nutrition program , Simone Austin , a renowned sports dietitian , has been crafting content suitable for blog posts and social media dissemination . Simone is highly regarded in her field and contributes to the development of materials designed to educate consumers about the health benefits of almonds .
Please see recent research conducted by the University of South Australia , which highlights the advantages of incorporating almonds into a weight management diet : https :// almondboard . org . au / wpcontent / uploads / 2023 / 09 / Almonds-Eating-your-way-tohealthy . pdf
- JOSEPH EBBAGE , Market Development Manager - LOUISA MARTIN , Market Development Officer
2022 / 23 ABA ANNUAL REPORT 17