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In a world full of options, creative AOR McKinney is helping to ease decision fatigue by making Blue Diamond’s Almond Breeze the 'Obvious Choice' and spreading the awareness that Blue Diamond Almonds are the Official Snack of the Big 10 with two new campaigns - Almond Breeze’s 'Obvious Choice' and Blue Diamond Almonds’ 'Flavor Fanatics.' 

Almond Breeze’s 'Obvious Choice'

Building off of the 'Unapologetically Almond' strategic positioning from McKinney, the new Almond Breeze campaign marks the agency’s first TV launch in a year for the brand and features the use of the new 'Obvious Choice' tagline in two :15 spots, 'Mower' and 'Hike.' 

The 'Mower' spot quickly cuts to the family heading to a hardware store where there is an assortment of mowers displayed out-front. To the left, there are several ordinary push mowers listed for $175 and for the same price on the right is a riding lawn mower with the license plate 'Lawn Daddy' - and like Almond Breeze, it’s the obvious choice. 

For the 'Hike,' the spot shows the family out in nature where they’re confronted with two trail options. The first being dark, wet and foreboding and the other, a beautiful mountain meadow where they’re greeted by a majestic mini horse with a rainbow in the sky - another obvious choice. 

Utilising humorous metaphors and relatable family scenarios, both spots start with a family shopping at the grocery store where one of the partners picks up a carton of Almond Breeze, noting the benefits on the label, “50% more calcium than dairy milk, 0 grams of sugar and fewer calories.” Making it the obvious choice and a beneficial addition to the fridge, the parents then wish aloud that “every choice was this obvious.” 

Blue Diamond Almonds’ 'Flavor Fanatics' 

With the Big Game behind us, it’s now time to pivot our attention to the Official Snack of the Big 10 - Blue Diamond Almonds. To spread the word ahead of March Madness, McKinney has tapped superfans to champion their unapologetic enthusiasm for their teams and almond flavours in a new social campaign called, 'Flavor Fanatics.'

Historically, almonds have had very little association with sports as they’ve more so been a snack for in between meals rather than for social occasions. To change that, McKinney leveraged the sheer love and passion people have for their schools - putting Blue Diamond Almonds top-of-mind as a game time snack for all basketball fans. No matter how you watch, on the couch or courtside, or the colours you wear or paint your face, there is a flavour with your name on it. In fact, for this campaign, McKinney created custom packages for three superfans: Spicy Dill Pickle for Big Nut, Chili ‘N Lime for Dancin’ Jan and Habanero BBQ for Mr. Blue Hands. 

'Hike' and 'Mower' will run across broadcast TV with social content on Almond Breeze’s Instagram, TikTok and Facebook channels to follow, and 'Flavor Fanatics' went live on TikTok and Meta platforms.