Almond Board of California: How Fashion Saved Farming

Almond Board of California, an agricultural service, sought to break away from its previous marketing approach in China to turn the negative price hikes resulting from the US-China trade war into an opportunity.

Campaign details

Brand: Almond Board of CaliforniaBrand owner: Almond Board of CaliforniaLead agency: PHD ChinaContributing agency: Ruder Finn ShanghaiCountry: ChinaIndustries: Savoury snacks, potato chipsMedia channels: Events & experiential, Online video, 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%, the cost of almonds was skyrocketing and the domestic competitive scene worsening for the Almond Board of California. Quirky local nut and fruit purveyor 3 Squirrels was hot on...

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