Almond Breeze terminates its creative account with Daylight Agency
Blue Diamond Growers, the parent company of Almond Breeze, has terminated its agreement with creative agency Daylight Agency, Mumbrella can reveal.
Blue Diamond Growers confirmed the news to Mumbrella and noted a new agency for Almond Breeze’s master creative account will be appointed in due course.
Almond Breeze’s 2017 campaign
The relationship between Almond Breeze and Daylight dates back to before the merger of creative shop Chris & Geoff and ICON International Communications in 2017 which created the agency. Almond Breeze was one of ICON’s clients.
Chris Gray, chief client officer at Daylight Agency, commented to Mumbrella: “Daylight Agency has parted ways with Blue Diamond Growers, the owners of the Almond Breeze brand in Australia. Both parties mutually respect the termination of the contract and are in the process of fulfilling contractual obligations.
“We are proud to have enjoyed a seven-year relationship with Blue Diamond Growers in which we took the Almond Breeze brand from zero to number two in the alternative milk category. Our work was ground-breaking, received global plaudits and picked up an international marketing gong along the way. From an agency perspective, we were challenged by budgetary factors outside our control. We wish the brand the best of luck as we now take our deep understanding of the sector in a new direction.”
Recently it was revealed that former Daylight Agency director of agency operations, Shelley Hammond, had established her own communications consultancy, One Roof Agency, and taken over Almond Breeze’s public relations account.
At the time, a Daylight Agency spokesperson said the agency had made the decision to focus on the creative work.
“Having launched the Almond Breeze brand in Australia seven years ago and having proudly built it to become the fastest-growing in the category, we made a decision late last year to focus our expertise and resources on the high-end strategic and creative work for the brand moving forward. We remain agency of record in this regard,” they said.
Daylight Agency is behind the ‘Girl on the swing’ motif which appears in Almond Breeze’s advertising. The campaign has seen iterations in 2017, 2018 and its first integrated version in October last year.
a bit of digging into this brand and you can see why they have not spent any marketing dollars for a considerable time.
https://www.smh.com.au/business/companies/spilt-almond-milk-us-growers-in-legal-stoush-with-perrich-family-s-freedom-foods-20200110-p53qe9.html
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