How We Grow

2020 May/June How We Grow

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AROUND THE WORLD Magic Hands, Working Moms and Garage Sales – Do You Almond? Global Market Development Launches New Advertising in Four Countries The Almond Board of California's (ABC) Global Market Development (GMD) team is charged with building demand for California almonds around the world. By conducting rigorous market analysis, GMD staff identify and prioritize markets across the globe that will provide the greatest return on investment to the almond industry. They then develop and execute comprehensive marketing programs, including advertising, influencer partnerships, public relations and trade support to build demand. These demand-building programs are overseen by the Global Market Development Committee (GMDC), which is made up of 10 industry members. In fiscal year (FY) 2019/20, GMDC approved new advertising campaigns in three countries where ABC is currently active: the United Kingdom (UK), India and China. Additionally, in the U.S., the committee approved new advertising under the current "Own Your Every Day, Everyday" campaign. After careful planning and research, the GMD team launched new advertisements in these four markets. While the team is still in the process of assessing the advertisements' results and market impact, we invite you to learn more about each campaign, see the creative design and learn more about how your assessment dollars – and your GMD team – are hard at work on your behalf. Broadcasting family consumption in India In FY 2018/19, India became the number one export market for California almonds, 1 and ABC continues to see significant growth potential in this market. ABC's advertising in India had been successfully running for five years, but with this continued success in the marketplace ABC set out to create new broadcast advertisements in order to reinforce the strong traditions consumers in India associate with almonds, such as eating almonds in the morning to provide them with energy to kickstart their day. In December 2019, the Almond Board launched new broadcast advertisements that aim to increase the frequency of almond consumption among all family members, from the youngest to the oldest. The India team built this campaign, titled, "The Best Dreams are Shared," upon the consumer insight that nothing makes you work harder than the prospect of achieving a dream shared with your family. The team developed three advertisements to demonstrate this concept, one aimed at 1 Almond Board of California. Almond Almanac, 2019. India Advertising: These advertisements, targeted at working men and women, aim to demonstrate how California almonds can fuel families to achieve their collective dreams. 13

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