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News and Information Article
Sports-Related Tie-Ins Yield Added Value for Diamond Foods Emerald Snack
Brand
STOCKTON, Calif., March 13 /-FirstCall/ -- Fueled by an
aggressive consumer campaign that included an ad on the 2006 Super Bowl,
retail sales of Emerald snack products manufactured by Diamond Foods, Inc.
(Nasdaq: DMND) increased 22 percent during the four weeks ending Feb. 19 as
compared to the prior four-week period. For the week of the Super Bowl
promotion (Jan. 30 - Feb. 5), Emerald retail sales grew 36 percent in the U.S.
Food channel versus the prior week. Cornerstone of the campaign, which also
included print and online components, was the release of three new 30-second
television commercials. The first two aired during the national telecast of
the Emerald Bowl in late December, a third debuted during the Super Bowl on
February 5 and all three aired later in February during telecasts of the
Winter Olympic Games. All featured acrostics that spelled out "EMERALD NUTS."
"I am very impressed with the companys commitment to building a strong
brand," said Tim Calkins, clinical associate professor of marketing at the
Kellogg School at Management at Northwestern University. "I think all too
many brands, especially in the food industry, have focused on price incentives
at the expense of branding. It is refreshing to see Emerald invest for the
long run."
Diamond Foods gained considerable added value for its Emerald brand from
intensive publicity in the days before and after Super Bowl XL. According to
statistics from the monitoring service Bacons/Multivision, Emerald was
included in pre- and post-Super Bowl advertising coverage with a total
circulation of 173.6 million (64.6 million, print; 79.6 million, online; and
29.4 million, broadcast).
Print coverage included 62 articles in newspapers and advertising
publications, including articles with significant Emerald focus in major
newspapers like The Wall Street Journal, The New York Times and USA Today. In
addition, a lengthy Associated Press article in late January that devoted
three paragraphs to the Emerald ad appeared in dozens of metropolitan and
suburban newspapers, with many including a screen grab from the ad emblazoned
with "EMERALD NUTS" in large type.
Emerald was mentioned in 137 television segments on Super Bowl advertising
for a publicity value of $1.4 Million, according to Bacons/Multivision. The
Emerald print ads that ran for two weeks prior to the Super Bowl in The New
York Times and USA Today, as well as animated ads on key pages of Yahoo, were
successful at driving traffic to the Emerald website. Visits to
emeraldnuts.com were 35 times higher the day after the Super Bowl than in
early January before the print and online ads began running. Emeralds online
advertising contest, which invited consumers to create their own EMERALD NUTS
acrostics, drew over 12,500 entries.
Upcoming Runs Yield More Exposure
Emeralds sponsorship of running events around the country is helping the
new snack brand reach a receptive audience of health-conscious consumers. For
the third year, Emerald is the official snack nut of the Los Angeles Marathon
on March 19 and the title sponsor of two related events: the Emerald Nuts
Quality of Life Expo on March 17 and 18, which draws more than 80,000 people,
and the Emerald Nuts 5k Run/Walk, which takes place March 19 along part of the
marathon course. Emerald is also the title sponsor of the Emerald Across the
Bay 12k in San Francisco, which Runners World has called "the best bridge run
in America." This run, also on March 19, is the largest foot race across the
Golden Gate Bridge.
"Product sampling at events like these directly targets the healthy
lifestyle population and is much more cost-effective than in-store or
direct-mail sampling," explains Michael J. Mendes, president/CEO of Diamond
Foods. Emerald is also the official snack nut of the New York City Marathon
in November and the title sponsor of the Emerald Nuts Midnight Run Through
Central Park on New Years Eve. Emerald receives widespread branding exposure
at these events, as well as pre- and post-event publicity and in-store
promotions and display activity.
Emerald snack nuts were introduced nationwide in August 2004. The line
now has 19 products, including three new Emerald trail mix blends, which will
be in limited distribution this spring and national distribution in the fall.
Emerald products are sold in approximately 60,000 U.S. retail outlets
including grocery stores, drugstores, convenience stores, mass merchandise
outlets and club stores. For more information visit emeraldnuts.com.
About Diamond
Diamond Foods, Inc. is a leading branded food company specializing in
processing, marketing and distributing culinary and snack nuts under the
Diamond of California and Emerald brands. Diamonds products include walnuts,
pine nuts, pecans, peanuts, macadamia nuts, hazelnuts, cashews, Brazil nuts
and almonds. Diamond Foods is listed on the Nasdaq National Market as "DMND."
For more information visit diamondfoods.com.
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