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Diamond Foods, Inc.’s ongoing “Holiday Treat” campaign, which runs through January — encompassing the key holiday culinary nut consumption season — features ads showing how its Diamond of California brand adds flavor and crunch to a broad variety of seasonal recipes.
“The Diamond Holiday Treat campaign is a fully integrated effort that includes prominent food and women’s-interest magazines, leading food enthusiast Web sites, and diamondnuts.com,” noted Craig Tokusato, VP of Marketing for San Francisco-based Diamond Foods. “During the busy holiday season, we want to offer consumers useful recipes and the gift of entertainment for spending some time with us.”
The campaign’s print ads, which are running in Food Network and Woman’s Day magazines, direct consumers to such popular food Web sites as allrecipes.com and foodnetwork.com. Banner ads on these sites include a holiday video followed by easy options to access a unique recipe. Fifteen videos with recipes are launching during the promotion to stir consumer interest and lead to sharing via e-mail, Facebook and Twitter, with all of the videos to be featured at diamondnuts.com/holiday_treats.
“This effort demonstrates our broader focus on expanding category consumption by showing consumers how Diamond culinary nuts make a wide range of dishes irresistible, and by presenting these ideas in entertaining and innovative ways,” added Tokusato.