Marketing update
Joseph Ebbage
Industry Market Development Manager
Lou Martin
ABA Marketing Officer
Domestic market update - The Almond Life
IN September this year , the Almond Board of Australia launched its much-anticipated marketing campaign , The Almond Life - a campaign focused on driving the domestic consumption of almonds , built on our established foundations of health and nutrition . Our focus is targeting the Gen Y and Gen Z consumer segments as this represents the future of our domestic market . The promotion is centered around three television commercials ( TVCs ). We wanted to promote 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 . We have highlighted the high protein value in almonds and incorporated strong themes around the gym , supermarket and after school snacking . We have been advertising primarily through digital media . This includes
Facebook , Instagram , YouTube , TikTok , Podcast and Broadcaster Video on Demand ( BVOD ). To date , the campaign has had over 300,000 views on YouTube and has shown increasingly high levels of engagement across all three videos . For the first month of activity , the Facebook and Instagram ads generated 1,892,678 impressions reaching over 658,000 people .
For BVOD , we currently have a completion rate of 95 % on average , which is slightly above the benchmark of 90-93 % for BVOD / catch-up TV . Given it has only been two months since launching , we can anticipate these numbers to increase . The campaign will continue into next year with the aim to educate the younger consumers on the true and wonderful attributes of Australian almonds . To help us spread the message further , you can get involved and share the content through your social media channels with the tag # livethealmondlife . Also , check out what goes on behind the scenes in some unseen footage during the production of the television commercials :
https :// youtu . be / SKB9X1AshcA . You can find out more about The Almond Life campaign
online here or on the Australian Almonds
Facebook page .
34 In A Nutshell - Summer 2022 Vol 23 Issue 4