IN YOUR ORCHARD
THE ALMOND BOARD
Prime Time Returns for California Almonds The Almond Board of California (ABC) has once again partnered with NFL legend and college football coach Deion “Prime Time” Sanders to promote the health benefits of almonds through their “Own Your Prime” campaign. After a resounding success in its first year, the campaign is set to return for a second season, bringing with it a fresh wave of enthusiasm, new content, and an expanded reach. Building on Success: Why Prime Time is Back Last year’s “Own Your Prime“ campaign exceeded all expectations, capturing the attention of not only almond growers and industry insiders but also the general public. Deion Sanders, known for his charisma and larger-than- life persona, was the perfect ambassador for a campaign focused on staying in peak physical condition, no matter your age. Laura Morin, ABC’s director of global market development in North America and China, expressed her excitement about continuing the partnership. She said, “We’re thrilled to have secured Coach Prime for another year. His energy, professionalism, and genuine love for almonds made last year’s campaign an overwhelming success. We couldn’t have asked for a better partner, and we’re eager to see what year two will bring.” A Strategic Media Blitz The renewed campaign isn’t just about riding the coattails of last year’s success; it’s about expanding its impact. ABC has meticulously planned a strategic media blitz, ensuring the campaign reaches a broader audience. According to Morin, the campaign will be featured in a variety of high-profile publications, including Sports Illustrated, GQ, The Sporting News, ESPN, and even lifestyle outlets like People magazine. This diverse media presence is designed to reinforce the message that almonds are not just a healthy snack, but an essential part of a lifestyle aimed at peak performance.
Coach Deion “Prime Time” Sanders proudly showing off a California almond on the football field
“We’ve already had one media session that included these major publications,“ Morin said. “The coverage we’re expecting will be phenomenal, reaching both hardcore sports enthusiasts and a more general audience interested in health and wellness.“ New Content, Same Prime Energy The content for this year’s campaign has been refreshed to keep the message lively and engaging. Morin highlighted that a significant portion of the campaign’s success last year was due to the compelling content featuring Sanders. To ensure they had enough high-quality material for this year, ABC dedicated an entire day to filming with Coach Prime. “We spent a full eight hours shooting new content, including digital and social assets, videos, and still images,“ Morin explained. “We loaded the schedule with a ton of different shots and ideas, thinking we’d have to cut some of them. But Deion was such a pro — he nailed every shot so perfectly that we ended up finishing early.“ Sanders’ genuine enthusiasm for almonds shone through during the shoot. “He truly believes in almonds,“ Morin shared. “He really does eat them regularly on his own, which makes this partnership feel so authentic.“
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