Australian almonds are healthy, tasty and versatile, but one would rarely think
of almonds much beyond this point.
April is the month of the year when freshly harvested almonds reach our stores
around the country. As the PR agency representing the
Almond Board of Australia (ABA), we wanted to stir a real buzz around this
period of the year.
The ABA also wanted to inject fun, energy and life into its 'New season's
almonds' campaign focusing on the great taste of newly harvested almonds.
Based on this brief, DRPR developed the concept of a stunt featuring a dress
made from 3,000 Australian almonds.
The almond dress was inspired by the 2010 'New season's almonds' campaign
advertising imagery which used the image of an almond dress as a great way to
engage and inform the general public of the unique taste of Australian almonds
fresh from the trees.
DRPR coordinated the making of the dress with upcoming Australian artist Gillian
Christie who hand sewed 3,000 almonds to make this stunning dress.
On 28 April, the 'New season's almonds' campaign was launched with a 'bang' in
Sydney CBD with the unveiling of the almond dress modelled by Rebecca Caulfield
accompanied by the ABA team distributing new season almonds to the public.
Our almond dress made more than one head turn and received very positive
feedback from the crowd.
The whole process was documented with professional photography and video which
were uploaded onto an Aussie Almonds Flickr page and YouTube channel set up by DRPR
for the ABA. You can view the video below:
Our stunt was even captured by other random photographers walking
by, with one of them receiving glories for his 'Almond Ladies' photo.
To spread the word further, DRPR provided a media release as well as links to
the Flickr page and YouTube channel to a range of media and bloggers. Part of
our social media strategy also included promoting the photos and video through
Twitter and Facebook.
As a result of our public relations efforts, mentions and images of the almond
dress appeared in numerous food, marketing, lifestyle and regional outlets, both
online and offline.
Another objective of the 'New season's almonds' campaign and the almond dress
was to gain support from the almond industry and show the ABA as an organisation
with initiative, creativity and energy. As such, the dress was unveiled at the
Almond marketing forum in March 2010 where the feedback received was 'ooh',
'wow' and 'what else could we do next year?'.
The dress was a memorable and quirky way to spread the word about the great
Australian produce that are almonds. Now, stay tuned for next year's 'New season
almonds' initiative as we have bigger and better plans.