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Blue Diamond
Naturally Smart Snack
Moms always think their kids are naturally smart, so Blue Diamond Whole Natural Almonds’ health benefits will be compared to ‘naturally smart’ kids. One such example is a child giving his mother a scribble drawing that she proudly displays on the fridge.
executions
Education will be the overall visual theme of the campaign. The campaign’s lighthearted, but factual tone will be exemplified by modern visuals featuring bold colors, serif fonts highlighted by transparent rectangles, and strong facts. Executions will feature mostly young Hispanic children enjoying themselves in a classroom environment and imagery associated with school.
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creative brief
advertising problem
Hispanic households perceive almonds, such as Blue Diamond Whole Natural Almonds, as an ingredient rather than a snack (Topper, 2016b).
target audience
Maria Valdez is a 36-year-old office administrator for a paper company who lives in Dustin, Texas with her husband and two children (MRI 2017, candy/sweets/snacks). She believes the
key to her children’s future success is education (Ruiz, 2016). Maria wishes she could do more to help her kids with school, because it's really important that they know how much she loves and supports them (Ruiz, 2016).
key insight
Hispanic mothers worry they are not doing enough to support their children’s educational journey (Ruiz, 2017c).
key consumer benefit
Eating Blue Diamond Whole Natural Almonds is a smart snack decision.
advertising objective
Convince consumers that Blue Diamond Whole Natural Almonds are the ideal snack for their kids because almond’s natural health benefits can play a role in a child’s academic success.
creative strategy statement
Convince Hispanic mothers that Blue Diamond Whole Natural Almonds are a smart snack choice because it contains protein and vitamins that increase brain activity and energy levels and only has one ingredient.
advertising problem
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