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CORNERING THE MARKET
Take Me Out
to the Ball Game!
Blue Diamond Smokehouse Almonds make the Major League line-up
Baseball fans across
the country are
eagerly cheering
on their home
teams now that
the 2012 season
of America’s past
time is underway.
To engage with
these captive
sports fans, Blue
Diamond’s North American Retail Division is launching a cooperative radio
campaign with key retailers in the markets of six Major League teams: the
San Francisco Giants, Seattle Mariners, Arizona Diamondbacks, Colorado
Rockies and reigning world champion St. Louis Cardinals.
During the heart of the season, from May to July, baseball fans
in these six markets will be introduced to Blue Diamond Almonds
and learn where they can purchase products from the cooperative
through 30-second commercials played before, during and after
selected games. The North American Retail team is confidant that
this program will be even more successful than in previous years!
New this year is a partnership with the Kroger Meal Deal program
featured at Cincinnati Reds games. For six games at the end of
April, guests who purchased a Kroger Meal Deal at up to 22
concession
stands at
Cincinnati’s
Great American
Ball Park were treated
with Blue Diamond
Smokehouse Almonds in
their meal.
The Kroger Meal Deal is
a collaboration between
Kroger Senior Management and
the Cincinnati Reds. Throughout
the baseball season, only 30
manufactures are selected to
participate during the Cincinnati
Reds Home Games, where their
product is featured as part of the
Kroger Meal Deal.
“I attended the first game of our
series with National Category
Manager Tyler Connell, and we
witnessed firsthand the excitement
and enthusiasm of this unique
program. It was truly a Blue Diamond
night,” said Bert Hanson, Blue
Diamond Sales Director. “While this
particular program highlighted the
partnership between Blue Diamond
and Kroger, our long standing
relationship with Major League
Baseball and the National Football
League have made the Blue Diamond
Brand synonymous with
healthy snacks and sports.”
In addition, promotions
for the Kroger Meal Deal
prominently featured
Smokehouse Almonds for
the duration of the
partnership, flashing
images of the product on
television banners located
throughout the park, on
the railings in the visitor’s
dugout and mentioning
the product in radio
and television coverage of
the game. As one last reminder
of delicious Smokehouse Almonds,
stadium employees handed out
approximately 7,500 samples to fans
as they exit the stadium after each of
the six games.
20 Almond Facts MAY | JUNE 2012