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...