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18 Around the world, almonds are coming out of their shells. From high- profile endorsements to high-energy advertisements, our well-informed strategies and creative tactics are making an impact on awareness and preference — stoking appetites and stimulating demand. How We Grow sat down with Emily Fleischmann, senior director of Global Marketing at the Almond Board of California (ABC), to learn how growers' investment is working to elevate the profile of California almonds. We heard California almonds have gone royal. What's that about? EF: Ahead of the royal wedding, we saw a news story in which Meghan Markle, now the Duchess of Sussex, revealed one of her beauty secrets: She attributed her beautiful complexion to her love for almonds and almond butter, a phenomenon that tabloids have dubbed the "Markle Sparkle." The Global Marketing team pounced on the opportunity to drive awareness for almonds' role in skin health through news and social media, resulting in millions of impressions worldwide. The globe is a big place with endless opportunity. How does ABC prioritize marketing efforts? EF: With a focus on effectiveness, we harness global market data and consumer insights to guide marketing efforts in both new and established markets. Thanks to the penny-per- pound assessment increase approved by the ABC Board of Directors in 2016, we've been able to drive demand in 11 key markets ahead of our increased production. How does ABC take advantage of opportunities in high-potential markets? EF: Consumer insights are really the gold mine. In Italy, ABC targeted health-oriented consumers to capitalize on the tipping point between pleasure and healthy eating. After identifying a shift toward healthier lifestyles and an awareness of healthy snacking among Italian consumers, we positioned almonds as a healthy, tasty nut, perfect for snacking and filled with energizing protein to fuel your day. To bring this insight to life, the Recharge Your Day campaign transformed everyday items into battery-shaped visuals — a swimming pool, an office desk, a kitchen island and more — to represent the energy almonds can provide to keep consumers "charged up." The campaign includes TV ads on popular Italian networks, digital and mobile media placements and social media ads, which are supported with PR activities including a partnership with ANDID, the Italian National Association of Dietitians. What other marketing efforts effectively build demand? EF: Our strategies and creative tactics focus on making an impact on awareness and preference by reaching millions of consumers with a message relevant to their lives. Last winter, the Almond Board launched a fully integrated campaign called, Own Your Everyday. Every Day. This campaign targets a newly identified audience that embraces a busy lifestyle and takes an energetic, positive approach to owning the day — with almonds, of course. We featured American Paralympian, ESPN personality and "Dancing with the Stars" contender Victoria Arlen. In her own words, Arlen shared how almonds help her accomplish her everyday goals. Stories like this help connect people to almonds and stimulate their appetite for this delicious nut. Sounds like it's been an exciting year for ABC global marketing! How are you going to top it? EF: There's a lot to look forward to! We're going to keep the celebrity partnerships rolling by teaming up with athletic icons in 2019. You'll see stories of almonds helping power the U.S. Women's Soccer player and FIFA World Cup champion, Julie Ertz, as well as the National Hockey League. And, if you tune into a national football game later this season, you may catch the latest TV ad from our Own Your Everyday, Every Day campaign. The ad shows a mob of fans struggling at a football stadium entrance, only to have an almond snacker solve their problem with ease. Of course, you'll learn about all these activities and more in future issues of How We Grow! AROUND THE WORLD Almonds Shine with Victoria Arlen and the 'Markle Sparkle' In North America, almonds are 'Dancing with the Stars.' In Italy, almonds are "charging up" consumers. And in England, almonds are putting a sparkle in the eyes of Meghan Markle — a celebrity endorsement gone royal.