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By Stephen Lepitak, -

February 5, 2013 | 2 min read

Almond producer Blue Diamond Growers has launched a £3m TV campaign to promote its dairy-free almond milk brand Blue Diamond Almond Breeze.

The campaign, from creative agency Driven, broke last night (4 February) during Coronation Street, and will also include press, digital advertising, social media, PR and shopper marketing activity.

Discussing the emergence of the brand, Blue Diamond Consumer Brands Europe managing director John Beadle, said: “Blue Diamond Almond Breeze already occupies the leading position in the $374m US almond milk category. With a UK market now starting to emerge, we are confident that we can stimulate real growth for both the brand and the category.

"We see the brand platform and creative work developed by driven and endorsed by consumers as unmistakably fitting within our global brand strategy, and at the same time unique, introducing our brand and our products to the UK with bold and simple brilliance.”

Nick Brookes, managing partner at Driven, added: “We have been working with the Blue Diamond team for the last 18 months to get us to this point. It’s great to finally see all our collective efforts come to life through a creative idea that sells.”

The live action for the campaign was shot by Keith Goddard, with production by Stink.

Media planning and buying has been handled by Carat Manchester.

Blue Diamond Almonds initially appointed Driven as its lead UK agency in November 2011.

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