DAYLIGHT Agency has unveiled a new nationwide $3 million integrated brand awareness campaign for almond milk brand Almond Breeze.
The new campaign has built on the success of last year’s ‘Breeze the Day’ campaign, and features national out-of-home bus, billboard and shopping centre advertising, along with digital and social marketing, all of which are underpinned by strategic PR initiatives.
On top of this, DAYLIGHT is set to launch a multimillion dollar trade campaign for the Almond Breeze Barista Blend which will include new product packaging and a comprehensive marketing strategy targeted directly at Australia’s barista community.
Mike McNulty, country manager for Australia and New Zealand at Almond Breeze, said: “Australians are embracing the health benefits of almond milk and the growing success of our brand in this space has been the strategic integration of advertising, creative, social, digital and public relations initiatives.
“The marketing dollar goes further when a clever creative campaign is supported by targeted and ongoing public relations activities. With both tools at play, brand awareness becomes memorable and more meaningful to the consumer and that’s where brand loyalty is built.”
Chris Gray, managing director of DAYLIGHT Agency, said: “To know our creative and strategic advice has led to a sales increase of 200 per cent on last year’s figures is incredibly satisfying for us.
“That’s a real win for our team and reinforces the DAYLIGHT offering of having a range of integrated communication capabilities under the one roof. It’s a true collaboration that genuinely supports our clients.”
Australia is the biggest and fastest-growing market outside the US for the Almond Breeze brand.
CREDITS
Client: Blue Diamond Growers
Country manager for Australia and New Zealand, Almond Breeze: Michael McNulty
Creative, digital and social: DAYLIGHT Agency
Executive creative directors: Chris Mitchell and Geoff Corbett
Account team: Emma Catchpole, Niamh Hamill and Harriet Hall
Photographer: Wendell Teodoro
Re-touching: Ted Blore, AdMagic
