Blue Diamond Almonds Global Ingredients Division

The Client

Blue Diamond Almonds Global Ingredients Division, the world’s leading almond supplier to food manufacturers.

The Challenge

When CBD rebranded Blue Diamond’s Industrial Division to Blue Diamond Almonds Global Ingredients Division, our PR and social media team went to work. The brand was well known on a consumer level, but the Division was barely mentioned in the most important trade and business media. Now they were ready for star status.

The Fix

IFT’s annual global trade show was chosen as the official kickoff for the new brand to customers and the trade. This wasn’t just about a new logo, website and re-designed booth, though those were important parts of the CBD engagement. All of our initiatives were focused on lifting up the Division as a leader in product quality, food safety and innovative manufacturing and processing:

  • A press event revealed the refreshed brand and provided thought leadership regarding the state of the almond market
  • Heavy-duty media relations secured over 20 interviews for print, online and video journalists
  • Launch activities were transitioned to a sustained multi-year media relations effort
  • To assure social media sharing of important insights and news content, we created a “state of the market” video blog for the CEO of Blue Diamond Growers, the parent company
  • Strategized and launched the Division’s LinkedIn presence

The Results

  • Yearly, more than 100 articles and news items populate important trade and business media, including print and video interviews with key executives
  • In a typical year, 1.5 million earned media impressions against target audiences consisting of formulators, R&D executives, brand and product management

CBD PR & Social Media services:

  • Trade and business media relations
  • New capabilities publicity
  • Custom content development (articles and bylines)
  • Trade show support
  • Press conferences
  • Video blog strategy/naming
  • LinkedIn strategy and platform
  • Tracking and ROI reporting

Along with our public relations and social media program, please read about CBD’s fully integrated marketing work for Blue Diamond Almonds Global Ingredients Division here.