Diamond Foods Honored For Marketing Excellence
STOCKTON, Calif., Oct. 25 /PRNewswire/ — Diamond Foods, Inc. (DMND) has received a 2006 Produce Business Marketing Excellence Award for its culinary and inshell nut holiday promotion in grocery store produce departments. Diamond was one of just 30 companies honored in the September issue of the national trade publication for marketing campaigns that were successful in capturing customers and increasing sales.
“In the 18 years that we have presented the Marketing Excellence Awards competition, this has been the best year in terms of the number of entries submitted and the number of superb winners,” said Kenneth L. Whitacre, publishing director of Produce Business, in a letter to Diamond. “There are many lessons to be learned by reading about your successful marketing campaigns.”
Diamond was honored for its fourth quarter 2005 holiday promotion, which was successful in creating excitement and enhancing sales of Diamond of California brand nuts in grocery store produce departments. To keep nuts top-of-mind with consumers during the busy holiday cooking and baking season, Diamond created eye-catching bin and canopy displays to showcase its one-pound bags of shelled and inshell nuts. The colorful displays leveraged the health message with the tagline “Nature’s Perfect Fuel Food.” More than 30,000 Diamond inshell and culinary nut displays were set up in grocery stores throughout the country during the fourth quarter of 2005. The campaign also included retail display contests and print ads in leading national consumer magazines.
According to Information Resources, Inc. (IRI), Diamond’s culinary and inshell nut dollar sales grew 7.4% for the 12 weeks ending Jan. 22, 2006 compared with the same 12-week period the previous year. This increase was well above the 3.0% sales increase experienced by the culinary nut category as a whole, illustrating that the Diamond brand drives category growth. Diamond is by far the category leader, with a 35.6% dollar share of the culinary and inshell nut category (IRI, 52 weeks ending Sept. 10, 2006), more than four times that of the nearest branded competitor.
Diamond’s 2006 holiday marketing campaign for its culinary and inshell nuts again includes in-store displays, print advertising in leading magazines, plus the addition of interactive online advertising on popular food websites.
About Diamond
Diamond Foods, Inc. is a leading branded food company specializing in processing, marketing and distributing culinary nuts and snack products under the Diamond of California, Emerald and Harmony brands. For more information visit diamondfoods.com. This email and any attachments thereto may contain private, confidential, and privileged material for the sole use of the intended recipient. Any review, copying, or distribution of this email (or any attachments thereto) by anyone other than the intended recipient is strictly prohibited. If you are not the intended recipient, please contact the sender immediately and permanently delete the original and any copies of this email and any attachments thereto.
Diamond Foods, Inc.
CONTACT: Vicki Zeigler, Public Relations Manager of Diamond Foods,+1-925-353-0915, or vzeigler@diamondfoods.com
Web site: http://www.diamondnuts.com/