Almond marketing cooperative Blue Diamond Growers has selected McKinney as its agency of record for all creative work across Blue-Diamond’s consumer brands including Blue Diamond Almond Breeze and Blue Diamond Snack Almonds. The selection followed a competitive pitch process managed by SRI.
The incumbent was TBWA\Chiat\Day LA, which did not defend.
McKinney, part of Cheil Worldwide, said its remit includes expanding the brand's reach into more US households by showcasing the healthy, flavorful and satisfying product choices within the Blue Diamond portfolio.
Raj Joshi, Senior Vice President, Global Consumer Division at Blue Diamond Growers, stated, "Working with McKinney will enable us to showcase our commitment to excellence, innovation, and high-quality in visionary and creative ways."
The account will be led out of McKinney’s LA office. The first campaign from McKinney and Blue Diamond is set to break in January of 2023.