Blue Diamond
Don’t deny your cravings,
eat them.
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Business Opportunity
From nut to snack category: choosing a frame of reference to drive growth
Blue Diamond sat in the nut section of the snack aisle. But stealing share from Planters was a tiny opportunity compared to getting a larger share of snacking. We wanted to get sales from the much bigger number of people looking for a chip, cracker or other salty or sweet snack.
Cutting through a cultural tension
People with cravings don’t need to suffer
When people look for ways to snack healthy they’re basically told to suffer. They’re told to eat two bites of something flavorless or worse, to stave off their cravings all together.
Creative Strategy
Don’t deny your cravings, eat them.
With Blue Diamond Almonds, we could reach out to people looking for a super good salty or sweet snack and offer crave-able flavors on a superfood.
