Marketing update
Joseph Ebbage
Industry Market Development Manager
Lou Martin
ABA Marketing Officer
Market Development - Domestic Program
ON September 2 , the Almond Board of Australia launched its 2022 / 23 domestic dissemination campaign , ‘ The Almond Life ’. As Australian almond production continues to increase , we needed to find new opportunities for growth in all markets including our domestic market . Our new dissemination campaign is targeting the Gen Y and Gen Z consumer segments , as this offers the biggest opportunity for growth . We also know that by 2030 , Gen Z is on track to be the world ’ s most important consumer group . This creative lifestyle campaign aims to empower younger consumers by educating them on the various health benefits of almonds , positioning almonds as a nutritious and sustainable wholefood to elevate eating occasions . The promotion is centered around three television commercials . 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 and kids ' sport . The core creative element is a 3D animated almond
character called Al . This is the central element of all the various creative outputs . Essentially , we have used the central animated character with real-life people : our Almond Ambassadors . We wanted to build content that was inspirational and aspirational to attract and resonate with our target audience . Ideally , we hope the content is relatable , educational and inspires future generations to start consuming more almonds as part of a healthy and sustainable diet . Over the next 6-8 months , we will be advertising using primarily digital media . This includes Facebook , Instagram , YouTube , TikTok , Podcast and Programmatic BVOD ( Broadcaster Video on Demand ). We have also developed a micro site (
www . thealmondlife . com ) that will be used in conjunction with all our advertising . This includes details about the promotion and our television commercials along with a gallery of new recipes , health news and fact sheets . The advertising will also be supported by an extensive public relations program and influencer partnerships to connect with the key target audience in an engaging an authentic way . We look forward to sharing our insights and taking you on the journey of living and celebrating ‘ The Almond Life ’.
industry . australianalmonds . com . au
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