Diamond Foods has seen its Emerald nut brand claim more of the market thanks to the success of its Super Bowl-related marketing activity, the company said today (8 February).
The US snack maker used an integrated campaign to promote its Pop Secret Popcorn and Emerald Nuts brands, which included a Super Bowl spot as well as national print, on-line and in-store promotion.
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Emerald grew 86% from the previous year and captured a record 10% dollar share of the US grocery store snack nut market for the period ended 23 January, Diamond revealed.
“We are very pleased with the performance of our snack brands during this critical snack window,” said Diamond chairman, president and CEO Michael Mendes.
“These early results and Emerald’s record share performance indicate a strong return on investment from our activities leading up to the Super Bowl.”
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