• by Amy Corr  @MediaPostOTL, November 20, 2014

Following a review, Diamond Foods selected Duncan/Channon to lead its branding, advertising strategy, creative and media efforts for Pop Secret popcorn and Diamond of California nuts. The agency will create and execute a new brand platform and national campaigns designed to support Diamond Foods' focus on building and energizing its snack food and nut brands. Campaigns, launching in early 2015, will include both traditional and non-traditional components, including social media. "We were very impressed by the ideas and creative presented by Duncan/Channon, but it was the team itself that clinched this decision," said Burke Raine, Vice President of Marketing, Snacks, at Diamond Foods. "There's something special going on at this agency and we can't wait to put our teams together to build on the great momentum across the Diamond brands." Diamond spent $3.2 million on measured media in 2013 and Pop-Secret spent $826,000 on measured media in 2013, according to Kantar Media. "We had an immediate connection with the Diamond Foods team, personally and professionally," said Andy Berkenfield, CEO at Duncan/Channon. "And we think that is critical to ensuring the most seamless, productive collaboration and most compelling advertising."