updated 3/31/2011 9:16:34 AM ET 2011-03-31T13:16:34

SAN FRANCISCO, March 31, 2011 (GLOBE NEWSWIRE) -- Diamond Foods, Inc. (Nasdaq:DMND) is launching a new marketing campaign to support Diamond's newest innovation for the convenient breakfast consumer. The campaign for Emerald® Breakfast on the go!™ Nut & Granola Mix targets those individuals who want a wholesome breakfast they can eat on the go.

"Everyone is pressed for time and we understand the daily guilt people feel when they don't have time to eat a wholesome breakfast," said Craig Tokusato, Vice President of marketing for Diamond Foods. "This campaign is an engaging way to introduce Emerald® Breakfast on the go!™ as a convenient breakfast for those interested in better-for-you products that they can eat on the go."

"Humanize Your Morning"

The "Humanize Your Morning" campaign kicks off March 31 with 15- and 30-second national TV spots, print advertisements and digital advertisements. This will be the largest media campaign in support of a single product launch in the brand's history. The TV spots feature joyless robot parents, commuters and office workers eating generic breakfast bars, while their human friends happily munch on convenient and delicious Emerald® Breakfast on the go!™ Nut & Granola mixes.

The humorous campaign supports the irreverent tone expected from Emerald. This is the first creative campaign from Diamond Foods' new brand agency, Deutsch/LA.  

"This campaign is about breaking out of the joyless breakfast bar mentality," Tokusato said. "We were surprised when consumers described eating breakfast bars as a convenient, but almost functional experience where taste was not a primary consideration. Humanize your morning reflects how Emerald® Breakfast on the go!™ allows consumers to have a delicious eating experience when they are seeking a convenient breakfast."

Campaign details:

  • TV commercials will air on network prime time ABC and Fox; early morning on NBC's the Today Show; cable channels such as TBS, USA, A&E, HGTV, Food Network, TLC, Bravo, and Lifetime; and during Major League Baseball on ESPN and Fox Sports Regional Networks.
  • Digital coupons and advertisements to encourage trial will appear on sites such as Google, Facebook, and mywebgrocer.com.
  • In-store marketing in the breakfast aisle and national print will further encourage trial in retail stores nationwide.
  • Shoppers are encouraged to visit EmeraldBreakfastOnTheGo.com for downloadable coupons, a store locator and to sign-up for new offers.

Three Blends, Universal Appeal

Emerald® Breakfast on the go!™ Nut & Granola mixes have universal appeal to busy adults and kids with three distinct offerings: Berry Nut Blend, Breakfast Nut Blend and S'mores Nut Blend. These unique blends of Emerald nuts, dried fruit and crunchy granola clusters are packaged in boxes of five convenient pouches with 200 calories or less per pouch.

Retailers have responded favorably to the new nut and granola mix line with nearly 60 percent of U.S. grocery stores stocking it on shelves1 within the first 6 weeks of launch, reflecting excitement for the product and its surrounding campaign.

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.

Corporate Web Site: http://www.diamondfoods.com

Consumer Web Sites: www.diamondnuts.com , www.emeraldnuts.com , www.popsecret.com , www.kettlebrand.com , www.kettlefoods.co.uk , www.underdogbracket.com , www.kettlereal16.com .

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

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 risk of loss of key customers, availability and pricing of raw materials 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.

1 A.C. Nielsen, U.S. Grocery 4 weeks ending February 19, 2011

CONTACT: Investor Contact:
         Linda Segre
         SVP, Corporate Strategy
         Diamond Foods, Inc.
         (415) 445-7444
         lsegre@diamondfoods.com
         
         Media Contact:
         Stephen Sibert
         VP, Corporate Affairs and Communications
         (415) 445-7439
         ssibert@diamondfoods.com

© Copyright 2012, GlobeNewswire, Inc. All Rights Reserved

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