LN: One of the biggest findings was that not only did the snack nut flavors we promoted in Spanish do really well, but the Spanish language messaging also created a halo effect for multiple Blue Diamond products on Amazon. For instance, almond flour was a top seller in this cohort, even though we didn’t advertise almond flour. It showed that people are interested in learning about the variety of our products, even beyond what we might be advertising to them. This study exceeded our expectations for return on investment and as a result, we’ll be adding Spanish language targeting to our holistic plan, because our impact can be that much bigger when we’re reaching a whole new audience that we’ve never spoken to before. AF: What does Spanish consumer targeting look like in this study ? LN: We took elements from our existing “Gimme Blue Diamond ” campaign and translated them into Spanish, but the visual branding and message was still in line with the campaign messaging and with what you normally see in English. When we think about consumers, they are still exposed to our brand in a variety of different elements, regardless of the language that they speak. Whether it’s in Spanish or in English, the brand must be consistent. The look is the same, the font is the same, the colors are the same — but the target audience is different.
U.S. Since much of the U.S. population growth is coming from the Latino segment anyway, it made sense to target that cohort first. The plan is to run consumer tests now, and learn as much as we can, and then amplify our efforts later on. AF: What does this new data mean for BDG growers and industry stakeholders ? LN: It means that we are finding new business opportunities and new audiences to continue to sell our products across categories. Amazon was a success with snack nuts, but Almond Breeze ® was also a strong seller. If we’re thinking about growth, we can look at it through the lens of several of our categories, not just snack nuts. AF: Considering how favorable this data is, tell us what opportunities growers might be looking forward to ? LN: If we look at multicultural marketing approaches, even beyond Amazon, we can look forward to lots of new innovations. We’re getting rich insights into this new consumer demographic, and I’m excited about the new marketing occasions we can reach consumers in. In the future, our multicultural insights may influence our flavor strategy and perhaps even new categories of products that we haven’t previously explored. Ethnic flavors and seasonings are already part of mainstream America. There is a world of opportunities for new products and innovation down the road, and we have to view those opportunities through a multicultural lens to ensure they are perceived as genuine and authentic by all.
AF: Why focus on the Latino consumer segment ?
LN: We chose to go with Spanish language targeting first because Latinos are the largest multicultural group in the
This business sees the value and opportunity that comes from the Latino segment, and I’d love to be a part of that work.
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SEPTEMBER–OCTOBER 2023
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