Business Journal: Local Firm Buys Superbowl Airtime

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(Sacramento, CA)
Thursday, January 26, 2006
It costs about two and a half million dollars for a 30-second TV ad during the Superbowl coming on February 5th.  But it’s the key snacking event of the year, say the marketing gurus at Diamond Foods in Stockton. So they’ll have a quirky ad early in the fourth quarter touting Emerald Nuts, hoping to tear market share away from the likes of Planters and Frito-Lay.
They tried it last year … and they say that their Superbowl ad sparked sales up 56% after the game. Their creative has again been done by Goodbby, Silverstein & Partners of San Francisco, which created the “Got Milk” campaign. The ad will again use a word play on the letters in Emerald Nuts.