• NY Sports Journalism, Friday, January 22, 2010 10:27 AM

Little know fact: According to Diamond Foods, Americans will consume 3.8 million pounds of popcorn and 2.5 million pounds of snack nuts on Super Bowl Sunday. Littler known fact: the content of Diamond's upcoming Super Bowl spot beyond the four-second sneak-peek that Barry Janoff writes about.

In the clip Janoff saw, the "world's most flamboyant dolphin trainer" stands on top of a prefabricated volcano in the water of a marine park and yells, "Let's get aquatic!" The clip ends with the text, "Awesome + Awesome = Awesomer."

The spot is part of a larger campaign that will include a print ad in USA Today and online media buys the week before the Super Bowl on the Web sites of USA Today, Janoff reports. The goal is to ramp up interest in Pop Secret, which the company acquired in 2008 from General Mills, and to support Emerald Nuts, which Diamond says is the "fastest-growing brand in the snack nut category.

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