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Blue Diamond begins Almond Breeze campaign

Sacramento, CA-based almond company Blue Diamond Growers has begun a new campaign in Canada in support of its Almond Breeze almond milk beverage. The campaign, developed by Ketchum Canada, is called "Discover Great Taste." It makes use of an installation in shopping malls in Toronto and Vancouver. Consumers can sample the company's products and enter a draw for a trip to San Francisco. The installation is intended to convey the experience of entering a California almond orchard in full bloom.

The campaign also includes out-of-home advertising, a broadcast sponsorship, media relations and an influencer program. The out-of-home component, which will run until April, consists of a wrapped streetcar Toronto, as well as billboards and bus shelter ads in Toronto and Vancouver.

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