AUSTRALIAN ALMOND
CONFERENCE
Domestic ' Live the Almond Life ' campaign showcased
LOU Martin , Almond Board of Australia Marketing Officer , gave a Domestic Marketing Update to conference attendees , and showcased the new ' Live the Almond Life ' campaign . Ms Martin outlined the campaign objectives of increasing the consumption of almonds with Gen Y and Gen Z consumer segments and increasing domestic shipping . She said targeting this demographic is important for the future " health " of our domestic market . Consumption data shows we over-index with our older consumers and under-index with our younger consumers . Given health , physical and emotional wellbeing is becoming more important globally , we have positioned almonds as a nutritious and sustainable wholefood to drive consumption . Consumer analysis was undertaken before the campaign was launched to better understand the target demographic . The study showed the following :
Methodology q Conducted the study from 14th to 22nd August 2022 ( Pre campaign launch ). q On-line study comprised 1,003 Australians aged 18-40yrs . q All participants had consumed nuts in the last 6 months . q All participants had consumed almonds in the last 3 months .
What is The Almond Life ?
Sure , it ’ s a marketing campaign . But it ’ s also something bigger than that . It ’ s a lifestyle . A way of living built on making smart , healthy choices . It ’ s choosing a healthy handful of Australian Almonds over other snacks that have no nutritional value . It ’ s about integrating almonds into your routine and favourite recipes . It ’ s about feeling good on the inside and looking great on the outside . It ’ s the Almond Life !
ABA Marketing Officer Lou Martin showcased ' The Live the Almond Life ' campaign to conference attendees and explained the strategy behind the multi-media campaign .
Study purpose q Baseline reading of Gen Y and Gen Z nut consumers prior to the Almond commercial campaign . q Build capacity to track changes to awareness , behaviours and attitudes around almond consumption - post campaign .
The campaign was first launched in September this year , with the multi-platform advertisements running until May next year . Ms Martin played all three television advertisements plus a bloopers reel during her presentation and outlined the performance analytics the campaign has received so far . For the campaign ' s full performance statistics read the Marketing Update on page 34 .
' The Live the Almond Life ' campaign will appear in television advertisements , on social media platforms and is being promoted on www . thealmondlife . com .
industry . australianalmonds . com . au
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