Setup
As an established American brand, Almond Breeze’s U.S. messaging confidently compared its product’s quality to competitors. However, surveys showed that 70% of Canadians were only familiar with their competitor, Silk, as a dairy-alternative brand.
Strategy
Amplify the existing “Love At First Breeze” platform with a comprehensive in-and-out-of-home campaign to create mass awareness and brand recognition. Consumers were reached throughout their daily routines—from commuting to work, to shopping and preparing meals
This amplification familiarized Canadians with Almond Breeze, laying the groundwork for future campaigns to position the brand as a well-known contender in the Canadian market.
Mall Activation
A mini Californian almond orchard set the scene for consumer trials in Toronto and Vancouver (Canada’s top locations for high-conversion demographics). Patrons shared photos on social media of their experience lounging in the lush space, while brand ambassadors imparted product knowledge about Almond Breeze. The activations led to over 89,000 passive impressions and more than 11,200 samples.
Out-of-Home Collateral
The perennial captive audience is found on the subway or waiting in a grocery line. Passively reaching consumers throughout their daily routines builds brand affinity and expands market reach. Print collateral remains the gold standard of advertising.
The TTC is the primary set of arteries for travelling around Toronto. Ads weren’t just placed on streetcars—they took them over. Fully skinned exteriors and panoramic interior banners adorned with trails of almonds guided passengers to “Discover Great Taste.”