Gamers Turn to Almonds to Power Through Digital Marathons

The Almond Board of California is rolling out an advertising initiative from longtime agency partner Sterling-Rice Group. The new campaign leverages the growing audience of Twitch with tailored ads launching in early May that highlight the energy power of Almonds to power up those on the Twitch channel.

“While we have long used live sports to promote the health and natural fuel elements of almonds, we saw an opportunity to shift a portion of our budget to the only ‘live’ sporting opportunities available now,” explained Jenn Freeman, North American director of marketing at Almond Board of California. The action-oriented banners, digital billboards and digital videos speak to the gaming audience in their own idiomatic way with headlines that exhort players to 'own your everyday', or promote almonds as 'energy-giving fuel for game after game after game'.

“Twitch is a place where almonds can stand out. We are one of the first healthy snacks to advertise on the channel and the first commodity brand as well,” explained Susan Peck, director of media at SRG. “The Twitch channel is mainstream, and interest has grown with people craving competition in their lives. And since a lot of gamers are also into health and fitness, this was a great way to extend almonds advertising in the sports realm.”

The new campaign also includes an influencer partnership with three selected influencers on the channel who were chosen because they lead active lifestyles. The influencer effort will launch in mid-May and will include a professional body builder and avid runner.