US snack brand Diamond has launched an engaging (but also bizarre) campaign "Diamond Nut Fantasies". Recognizing that the average cook rarely get the praise and appreciation they deserve, this series of YouTube spots plays with the idea that baking them a treat with Diamond Nuts could help people transform to be the husband, neighbour, child and boyfriend of their dreams. This series of YouTube spots were based on research that showed that Diamond Nut customers--two-thirds of whom were women--bake in large part not just because they care, but for the praise and compliments they get. So the agency imagined what it would be like if everyday people gushed with appreciation for the food they make.
Brand: Diamond | Sector: FMCG, Food and Beverages | Country: US | Partner/agency: Deutsch LA, Biscuit Filmworks | Objective: brand awareness, consideration and purchase | Format: YouTube, Social Media
Inspired by sources as strange as the George Costanza boudoir photo and directed by Mike Maguire, who delivers spots that push just over the top, (Go Daddy's "Your Big Idea.co" and Allstate's "Labor"), this series turns your everyday situations into awkward everyday fantasies, purposely leaving you feeling a little weird.
Deutsch LA created the ads, which were produced by Biscuit Filmworks. As part of the campaign, the ads have been posted to the brand’s YouTube channel as well as recipes.
“Mike Maguire brings your awkward innermost fantasies to life in this campaign,” says Biscuit Filmworks. “Treats featuring various nuts from diamond foods inspire people both young and old to express their appreciation for the baker, underscored by the tagline “Bake and you shall receive”.
