updated 2/15/2011 9:17:22 AM ET 2011-02-15T14:17:22

SAN FRANCISCO, Feb. 15, 2011 (GLOBE NEWSWIRE) -- Diamond Foods, Inc. (Nasdaq:DMND) today announced the launch of "Pop! Camera! Action!," an innovative, interactive consumer promotion for their Pop Secret ® premium popcorn brand. The promotion capitalizes on the excitement of the movie awards season and provides fans thousands of opportunities to be treated like their favorite stars.

As part of the promotion, consumers will have the opportunity to "direct" Pop Secret's Kernel characters in a short movie scene they create by developing the Kernels' dialogue. Users will then be able to forward their movie creations to friends. "This highly entertaining and engaging promotion allows our consumers to connect further with the endearing Pop Secret Kernel characters," said Andrew Burke, Chief Marketing Officer for Diamond Foods. "In addition, the timing of the promotion couldn't be better as it coincides with a recent and significant increase in distribution for Pop Secret in the mass channel."

The unique Pop Secret promotional website offers consumers a chance to be randomly chosen as a winner of one of 2,000 instant prizes, or the Grand Prize, which includes an at-home 3D multimedia center. Consumers also will have the opportunity to win a celebrity gift bag in the Swag Bag Grab during the big award show, between the hours of 8:00 PM – 9:00 PM EST, on February 27th.

A significant social media campaign was launched earlier this month to help spread the word about " Pop! Camera! Action!." Bloggers will be hosting parties and spreading the word on their websites and blogs, and a Twitter Party will be held on February 27th to build further excitement. The promotion also will be supported by national print advertising, Pop Secret Popcorn's YouTube page, and in-store marketing to generate further consumer interest in the brand.

"Pop! Camera! Action!" complements the brand's successful, exclusive "Movie Night MakerSM" application found on Pop Secret's web site. The Movie Night Maker tool allows consumers to select a movie based on occasion, mood and audience characteristics. The tool also offers an option of sending out movie night invitations via Facebook or e-mail, the ability to order the chosen movie from Amazon.com and finally to receive a recommendation for the perfect Pop Secret popcorn flavor to pair with the movie.

About Diamond

Diamond Foods  is a high-growth, innovative packaged food company focused on building, acquiring and energizing brands including Kettle® Chips, Emerald ® snack nuts, Pop Secret ® popcorn, and Diamond of California ® culinary and snack nuts. The Company's products are distributed in a wide range of stores where snacks and culinary nuts are sold.

The Diamond Foods, Inc. logo is available at http://www.globenewswire.com/newsroom/prs/?pkgid=6112

Corporate Web Site: diamondfoods.com

Consumer Web Sites:  kettlebrand.com, kettlefoods.co.uk, emeraldnuts.com, popsecret.com, diamondnuts.com, diamondsnackbetter.com, popcameraaction.com and emeraldbreakfastonthego.com    

Note regarding forward-looking statements: This release contains forward-looking statements as defined by the Private Securities Litigation Reform Act of 1995. Forward-looking statements necessarily depend on assumptions may be incorrect and are subject to risks and uncertainties. Actual results could differ materially from projections made in this release. Some factors that could cause actual results to differ from our expectations include risks loss of key customers and an increase in competition. A more extensive list of factors that could materially affect our results can be found in Diamond's periodic filings with the Securities and Exchange Commission. They are available publicly and on request from Diamond's Investor Relations Department.

CONTACT: Investors:
         Linda Segre
         SVP, Corporate Strategy
         (415) 230-7924
         Stephen Sibert
         VP, Corporate Affairs and Communications
         (415) 445-7439

© Copyright 2012, GlobeNewswire, Inc. All Rights Reserved


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