California Almonds: How Fashion Saved Farming

Almond Board of California collaborated with a Chinese fashion designer to gain favourability among young female fashionistas in China.

Campaign details

Brand: California AlmondsBrand owner: Almond Board of CaliforniaLead agency: PHD ChinaContributing agencies: Ruder Finn ShanghaiCountry: ChinaIndustries: Savoury snack, potato chipsMedia channels: Online display, Online video, Public relations, Social media, Websites & microsites, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

With the US-China trade war pushing almond import tariffs to 50%, Almond Board of California collaborated with a Chinese designer to create a branded fashion line and runway show at Shanghai Fashion Week to spark interest and gain favourability among fashionistas...

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