Almond Board of California has received results from the “Own Your Prime” campaign, a partnership with Deion Sanders (Coach Prime) that launched in October 2023. The campaign sought to boost the appeal of almonds by encouraging consumers to reach their personal potentials.
The Almond Board took the two-month, in-store campaign directly to shelves for November and December 2023, where Own Your Prime gained additional exposure with signage that decorated nut aisles and shopping carts in pilot markets in California, Colorado, Ohio, and Michigan.
The Almond Board reported a 2.2% increase in almond dollar sales for the stores that featured the in-store elements versus those that did not — a significant increase considering there was no price promotion included.
The Almond Board had never before done anything like this in-store effort, “So we were really viewing this as a test and didn’t have a specific target in mind,” said Laura Morin, global market development director of North America and China at the Almond Board of California. “However, after speaking with other contacts that have done similar styles of partnerships (not including a price promotion), +2.2% is a very strong lift and something we are very pleased with.”
In Colorado and select stores in Ohio and Michigan, 42% of purchasers were new to almonds. This demonstrated an increase in sales and successfully accomplished the difficult task of reaching new consumers.
“This was the first time [the Almond Board] has done in-store signage, and we were very please with the results,” said Morin. “We’re looking to build from these learnings in next year’s program. The campaign with Coach Prime continues to show us how valuable and effective it is.”
The consumer information was calculated using loyalty card purchase data.
Main image: Own Your Prime signage on shelves and in shopping carts to stay front-of-mind at the grocery store.
Photo: Almond Board of California
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