Diamond, Pyrex Hope to Get Spring Sales Cooking

Diamond Foods, Inc.’s Diamond of California culinary nut brand is collaborating with Pyrex Products for a spring promotion offering shoppers the chance to enter daily to win one of hundreds of Diamond Nuts and Pyrex prize packages. The promotion will be supported by shelf and display advertising in stores across the country, which will drive consumer traffic to a special DiamondNuts.com micro-site.

The site features a quiz that asks visitors to identify the Diamond Nut type in a classic recipe for the opportunity to instantly win one of the above-mentioned prize packages. After taking the quiz, visitors can also download both savory and sweet Diamond Nuts recipes.

“We are always seeking ways to create excitement behind our product while expanding overall culinary nut category consumption,” said Craig Tokusato, VP of marketing at San Francisco-based Diamond Foods. “This spring promotion encourages consumers to think about Diamond Nuts for a range of everyday recipes beyond holiday-time favorites.”

The campaign additionally unites two iconic brands: Diamond of California is the leading brand of culinary nuts, boasting a market share nine times larger than its next largest branded competitor, while Pyrex, a registered trademark of New York-based Corning, Inc., is the top brand of glass bakeware, with over 80 percent penetration in U.S. households. Both brands have been around for nearly a century.

“The Diamond Nuts and Pyrex products spring promotion is an interactive campaign aimed at generating excitement and interest both at-shelf and at-home during the spring season,” noted Diamond Nuts director of marketing Jeff Ngo. “The goal of this promotion is to remind consumers that they can use Diamond Nuts to easily make any meal special, but especially a meal for a spring holiday family gathering. Working together with Pyrex products was an obvious choice, since Diamond and Pyrex both have long traditions of culinary and baking excellence.”
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