Do You Almond?
ALMOND BOARD OF CALIFORNIA
Evolving a classic ATL brand into creator culture.
Strategic Focus: Extending an established brand world into social, without losing what made it work in the first place.
“Do You Almond?” took the Almond Board’s distinctive ATL world and evolved it into a social universe where almonding became a behaviour worth trying, sharing, and celebrating. Inspired by the brand’s mission to help people discover new ways of almonding, creators brought the concept to life through lighthearted challenges, clever swaps, playful recipes, and fun routines that made healthy almond…
Outcome
- Reached a combined audience of more than 10M through 13 creators across social platforms.
- Translated ATL creative into social-native formats with humour, competitive energy and everyday relevance.
- Increased conversation around almond benefits without making health messaging feel clinical or forced.
- Extended the brand's reach into new demographics while maintaining a consistent brand identity.
Contribution
- Led creative strategy and the social translation of the ATL campaign idea.
- Developed storyboards and structures for challenge-led creator formats.
- Directed tone, visual identity and narrative framing across all content.
- Oversaw creator outputs and provided post-production guidance.
- Maintained aesthetic and brand cohesion across platforms and creator tiers.