Issue link: https://www.e-digitaleditions.com/i/1243749
AROUND THE WORLD New UK campaign takes quirky approach The UK plays an influential role in the broader Western European region, where last year the industry shipped over 570 million pounds. 3 In January 2020, to promote growth in the third largest market 4 in Western Europe, GMD's UK team launched a multi-year campaign titled "Do You Almond?" Because consumers in the UK increasingly seek natural, simple and unprocessed foods, the Almond Board is using this new campaign to drive home the already well-established health benefits of almonds. The campaign embraces fun and quirky images that show people doing extraordinary things effortlessly, seemingly fueled by almonds, and each advertisement features the phrase, "Do You Almond?" From a contortionist granny to a life-drawing maverick, the campaign celebrates those who fuel with almonds to become the best version of themselves. The "Do You Almond?" 5 campaign is airing across multiple channels, including the London Underground (public rapid transit system), TV, social media, Spotify and other podcasts. U.S. ad kicks a garage sale into high gear In FY 2018/19, the U.S. market was again the number one destination for California almonds, with over 700 million pounds shipped domestically. 6 To support continued growth in the U.S., in 2017 GMD's North America team launched new advertising under the "Own Your Every Day, Everyday" campaign. This campaign aims to communicate to consumers that they should snack on almonds when hunger strikes. UK Advertising: ABC's "Do You Almond?" advertisements are featured throughout the London Underground. 3 Almond Board of California. July 2019 Position Report. 4 By population. 5 For more information on this campaign, please visit almonds.co.uk/consumers/do-you-almond. 6 Almond Board of California. Almond Almanac, 2019. Continued from page 14 15