Aussie almonds bring New Season's ad campaign to life

MEDIA RELEASE 29 April 2010

Aussie almonds bring New Season's ad campaign to life
The Almond Board of Australia (ABA) has today launched its 'New Season's Almonds' campaign with the unveiling of a dress made from 3,000 almonds. This eye-catching dress is being used to promote the freshly harvested almonds which are now available in stores around the country.

The almond dress was inspired by the 2010 'New Season's Almonds' campaign advertising imagery. ABA Marketing Manager, Joseph Ebbage, said bringing the advertising to life is an effective way to engage the consumer.

"The unveiling of the almond dress today stirred a real buzz around Aussie almonds. Not only is the dress a spectacle in itself, but it is also a great way to engage and inform the general public of the unique taste of Australian almonds fresh from the trees. Right now Australian almonds are delicious," said Ebbage.

Upcoming Australian designer, Gillian Christie, hand sewed 3,000 almonds to make this stunning, sexy dress. The unveiling of the almond dress today saw model Rebecca Caulfield parade the dress throughout the Sydney CBD accompanied by the ABA team distributing tins of new season almonds to the public.

"We didn't want to take ourselves too seriously with this campaign and the dress is a great example of this. We wanted to inject fun, energy and life into our New Season's Almonds campaign focusing on the great taste of newly harvested almonds. The dress is a memorable and quirky way to spread the word about this great Australian produce," Ebbage added.

The Australian almond industry is undergoing rapid expansion. It is one of Australia's fastest growing horticulture sectors. It currently produces around 3 per cent of world almonds. However it is forecast that Australia will surpass Spain (8 per cent) within the next few years to become the world's second largest almond producer behind major global producer California (82 percent).

The Almond Board of Australia (ABA) is a non-profit, membership-based organisation representing the interests of Australian almond growers, processors and marketers.

For information on Australian almonds, recipe ideas, nutritional facts and more, visit www.australianalmonds.com.au.

* High resolution images available on request, visit Flickr or view the promotional video below:

Released for Almond Board of Australia by Dennis Rutzou Public Relations (www.drpr.com.au)
For further information please call Kim Larochelle on (02) 9413 4244.

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