• by Fern Siegel , February 13, 2025

Blue Diamond has doubled down on its advertising efforts.

The first is for Almond Breeze, positioned as the “obvious choice,” in two 15-second spots: “Mower”  and “Hike.”

The second, Blue Diamond Almonds, the official snack of the Big 10, is posting “Flavor Fanatics” on social media.

Creative is by AOR McKinney.

Almond Breeze capitalizes on the “Unapologetically Almond” strategy, in which families note the many health benefits of almond milk, wishing all choices were as obvious.

Scott Clark, group creative director at McKinney, told Agency Daily: “Having to choose between 20 different types of milk is a little ridiculous and anything but obvious. So we tried to bring some of that ridiculousness, some levity and a miniature pony to help make the point that Almond Breeze is, in fact, the obvious choice for your young family.”

To promote the almond snack ahead of March Madness, McKinney tapped basketball superfans, who consider the nuts a necessary game-time food. The agency created custom packages for three almond lovers: Spicy Dill Pickle for Big Nut, Chili ‘N Lime for Dancin’ Jan and Habanero BBQ for Mr. Blue Hands.

“Hike” and “Mower” run on broadcast TV, while “Flavor Fanatics” is live on TikTok and Meta platforms. Content on Almond Breeze’s Instagram, TikTok and Facebook channels will follow.

McKinney has been affiliated with Blue Diamond since 2022. Established in 1910, Blue Diamond Growers is a grower-owned cooperative, representing nearly 3,000 California almond growers.