The Almond Board of California, a non-profit group that helps Almond growers based in 1955, desires extra millennials and youthful demographics to view almonds as a wholesome snack. To get in entrance of that concentrate on viewers, the board has partnered with Marvel for brand spanking new adverts timed to the premiere of Thor: Love and Thunder, which is in theaters Friday.
“When Marvel got here to us and we seemed on the general viewers that they’ve, actually it hits that candy spot of our millennial goal,” stated Emily Fleischmann, vp of worldwide market growth of The Almond Board of California, about Marvel’s core viewers and the viewers they’re concentrating on.
After seeing the Almond Board of California’s “Do You Almond” marketing campaign that integrated some tongue-in-cheek executions, in addition to a truthful message about almonds’ goodness, whereas additionally taking part in to their viewers’s pursuits, Marvel approached them with the thought of partnering with the Thor: Love and Thunder storyline. The adverts might be seem on social channels comparable to Fb, TikTok, Twitter, and Instagram and streaming platforms comparable to YouTube and Hulu, and and in order that they’ll attain the audience the place they spend most of their time watching movies.
“Hopefully it’ll seize client consideration so we are able to simply proceed to construct consciousness of how wonderful almonds are to suit into individuals’s personal private wellness journey,” stated Fleischmann. The video spots had been a joint effort between each manufacturers together with businesses Sterling Rice Group and Porter Novelli.
The purpose of the marketing campaign is to emphasise how almonds might be seen as a dependable supply of fine well being. Basically, the marketing campaign’s key message showcases almonds as a nutrient-dense snack that may be simply integrated into the each day wellness routine and assist shoppers obtain their wellness objectives.
“Associating consuming almonds with superhero powers is a extremely intelligent strategy to encourage youthful shoppers to eat almonds and really feel enthusiastic about it,” stated Adam Dornbusch, CEO and founding father of EnTribe, a user-generated content material advertising and marketing administration platform.
“It is a clear endeavor to reframe the narrative round wholesome meals (and almonds). The Almond Board of California is leveraging leisure to democratize well being and improve the adoption of wholesome habits,” stated Valeria Mares, evp and international head of communications planning at Mediahub.
It’s unclear how a lot of the non-profit’s promoting finances is allotted to the marketing campaign as Fleischmann wouldn’t share general finances specifics. In line with Kantar, the non-profit spent near $82 million in 2021 for advertising and marketing efforts and practically $20 million to this point for 2022.
Fleischmann famous that the spend was 50/50 break up between streaming and social media because the adverts might be seen on platforms comparable to YouTube, Twitter, and Instagram and in addition to streaming platforms. As for a way the finances was break up between the social media platforms, Fleischmann declined to reveal that data.
Working with leisure franchises like Marvel has more and more grow to be a well-liked apply for entrepreneurs. As beforehand reported by Digiday, Liberty Mutual, Bushmills and Reserving.com have lately partnered with leisure franchises on co-marketing efforts to spice up model consciousness.
“On the finish of the day, content material is king, so manufacturers have to guarantee that the content material they create round that partnership is participating to their viewers,” stated Jaylen Culp, affiliate built-in strategist for the advertising and marketing communications firm Campbell Ewald.
Eunice Shin, accomplice and head of expertise, media and leisure practices at Prophet, a progress technique consulting agency additionally chimed in about how movie star star energy can improve a marketing campaign’s message.
“The Almond Board advantages from the movie being headlined by Natalie Portman and Chris Hemsworth, two celebrities with robust star energy who’re seemingly pristine matches to the wellness message that the marketing campaign is trying to spark,” Shin stated.