Diamond Foods to Drop Super Bowl TV Spot
Diamond Foods’ Emerald Nuts brand will sit on the sidelines when it comes to TV advertising for the Super Bowl next year, the company said.
The firm, which ran advertising during the last three Super Bowls, plans instead to focus on promotions tied to the Big Game, a source confirmed.
Details of the promotions were unavailable. But in a Sept. 20 conference call with analysts, Andrew Burke, the senior vice president of marketing for Diamond Foods, said the company plans to team up once again with Anheuser Busch.
“We will have great retail promotions and really drive our business during Super Bowl,” Burke said. “We’re just not going to run a Super Bowl ad.”
Last year, Emerald Nuts partnered with Anheuser-Busch, placing nearly 15,000 Bud Bowl displays in-store. It also ran a 30-second Super Bowl spot, developed by Goodby, Silverstein & Partners, featuring the late actor Robert Goulet shimming down a rope into a man’s office, wreaking havoc on all those who don’t take a nut break at 3 p.m. In the spot, available on YouTube , Goulet eats the worker’s Post-It note, throws piles of papers around and dances on desks.
One of the company’s biggest efforts next year is to drive traffic at retail, of which promotion is sure to play a big role.
“This means bringing the brand to life in store during the moment of truth when the consumer is making their purchasing decision,” Burke said. “It is about creating display vehicles that grab shoppers’ attention. It is also about creating compelling snack and meal solutions by partnering with national brands that are natural complements to our products.”
Diamond Foods spent about $2 million last year on the Super Bowl TV spot, according to USA Today. The price, normally estimated at $2.5 million, was discounted because the company booked the spot early, the report said.
