Californian almond co-operative Blue Diamond has launched a $3m integrated brand awareness campaign to grow its share of the almond milk market in Australia.
The new campaign builds on the success of last year’s ‘Breeze the Day’ campaign, with sales for the Almond Breeze-branded dairy alternative growing 200 per cent.
It features national OOH bus, billboard and shopping centre advertising along with digital and social marketing.
The Daylight Agency will also launch a multi-million dollar trade campaign for Almond Breeze Barista Blend, which will include new product packaging and a marketing strategy targeted at Australia’s barista community. The Almond Breeze Barista Blend was created in Australia by baristas.
ANZ country manager Mike McNulty said Australians were embracing the health benefits of almond milk.
