Marketing Campaign Spotlights Diamond’s Innovative Product Line

Diamond Foods Inc. has launched a marketing campaign to promote its Emerald Breakfast on the go! Nut & Granola Mix line, which targets busy people who want to start the day right.

“Everyone is pressed for time, and we understand the daily guilt people feel when they don’t have time to eat a wholesome breakfast,” noted Craig Tokusato, VP of marketing for San Francisco-based Diamond Foods. “This campaign is an engaging way to introduce Emerald Breakfast on the Go! as a convenient breakfast for those interested in better-for-you products that they can eat on the go.”

The largest media campaign in support of a single product launch in the Emerald brand’s history, “Humanize Your Morning” began March 31 with 15- and 30-second national TV spots, and print and digital ads. The TV spots feature joyless robot parents, commuters and office workers eating generic breakfast bars, while their human counterparts contentedly munch on convenient Breakfast on the go! Nut & Granola mixes.

The ads’ irreverent tone is in keeping with Emerald’s past initiatives. This is the first creative campaign from Diamond’s new brand agency, Deutsch/LA.

Additional campaign components include in-store marketing in the breakfast aisle, and downloadable coupons, a store locator and new offers available for consumers at EmeraldBreakfastOnTheGo.com.

“This campaign is about breaking out of the joyless breakfast bar mentality,” explained Tokusato. “We were surprised when consumers described eating breakfast bars as a convenient, but almost functional experience where taste was not a primary consideration. Humanize Your Morning reflects how Emerald Breakfast on the go! allows consumers to have a delicious eating experience when they are seeking a convenient breakfast.”

Featuring unique blends of Emerald nuts, dried fruit and crunchy granola clusters, the Breakfast on the go! line comes in Berry Nut Blend, Breakfast Nut Blend and S’mores Nut Blend varieties. The items are packaged in boxes of five pouches, with 200 calories or fewer per pouch.

Diamond Foods Inc. has launched a marketing campaign to promote its Emerald Breakfast on the go! Nut & Granola Mix line, which targets busy people who want to start the day right.

“Everyone is pressed for time, and we understand the daily guilt people feel when they don’t have time to eat a wholesome breakfast,” noted Craig Tokusato, VP of marketing for San Francisco-based Diamond Foods. “This campaign is an engaging way to introduce Emerald Breakfast on the Go! as a convenient breakfast for those interested in better-for-you products that they can eat on the go.”

The largest media campaign in support of a single product launch in the Emerald brand’s history, “Humanize Your Morning” began March 31 with 15- and 30-second national TV spots, and print and digital ads. The TV spots feature joyless robot parents, commuters and office workers eating generic breakfast bars, while their human counterparts contentedly munch on convenient Breakfast on the go! Nut & Granola mixes.

The ads’ irreverent tone is in keeping with Emerald’s past initiatives. This is the first creative campaign from Diamond’s new brand agency, Deutsch/LA.

Additional campaign components include in-store marketing in the breakfast aisle, and downloadable coupons, a store locator and new offers available for consumers at EmeraldBreakfastOnTheGo.com.

“This campaign is about breaking out of the joyless breakfast bar mentality,” explained Tokusato. “We were surprised when consumers described eating breakfast bars as a convenient, but almost functional experience where taste was not a primary consideration. Humanize Your Morning reflects how Emerald Breakfast on the go! allows consumers to have a delicious eating experience when they are seeking a convenient breakfast.”

Featuring unique blends of Emerald nuts, dried fruit and crunchy granola clusters, the Breakfast on the go! line comes in Berry Nut Blend, Breakfast Nut Blend and S’mores Nut Blend varieties. The items are packaged in boxes of five pouches, with 200 calories or fewer per pouch.