The brand had previously worked with Harmelin Media since 2011, but Spark Foundry’s commitment to audience-based media is what Blue Diamond needs to move media further forward in its overall business strategy, according to Jason Merideth, who took over as VP of global marketing at Blue Diamond Growers in October.
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“It was a great relationship with Harmelin over the last 12 years, and they really helped drive Blue Diamond through a critical phase in our growth,” Merideth said. “In looking at the need for us to take our next level of growth, we realized we would need enhanced capabilities in the journey to do that on the media side.”
The decision was made after a pitch led by Select Resources International. Harmelin could not be immediately reached for comment.
Blue Diamond Growers spent $43.3 million on U.S. measured-media in 2022, according to Vivvix, including paid social data from Pathmatics. The company’s retail sales exceeded $1.2 billion in the last year.
While Blue Diamond’s almond milk and almond snacks are No. 1 in market share, there’s room to grow, said Merideth.
from Digital Marketing Education https://ift.tt/Y7OruLz
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