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Diamond Foods Is (Emerald) Nuts About Super Bowl XLIV

November 24, 2009: Diamond Foods confirmed it is nuts about the Super Bowl, revealing that it again has purchased time during the NFL's big game to launch a TV spot.

Although creative was not detailed, the company said its Emerald Nuts brand would have a new commercial during Super Bowl XLIV, airing on February 7, 2010 on CBS. The spot, from Goodby, Silverstein & Partners, San Francisco, would follow in the footsteps of such Emerald Nuts commercials as "3 PM Natural Energy"  featuring Robert Goulet, which aired during Super Bowl XLI; and "Unicorn," which ran during Super Bowl XL.

Diamond Foods joins other confirmed Super Bowl XLIV advertisers as Anheuser-Busch, Bridgestone, Hyundai, PepsiCo, Cars.com, CareerBuilder, Monster.com, HomeAway and GoDaddy. Movie studios also are expected to have air time to promote Spring and Summer 2010 releases. Analysts put the cost of a 30-second spot at between $2.5-$3 million, although a company such as Anheuser-Busch generally gets a reduced rate for running upward of five minutes of ads.

Robert Goulet in Emerald Nuts Super Bowl commercial, "3 PM Natural Energy."“We are out to drive innovation and excitement in our snack categories and effective, creative advertising is part of that. Not only do we try to create unique value in our products and packaging, but we strive for breakthroughs in our approach to advertising as well,” Michael Mendes, CEO of Diamond Foods, said in a statement. “We intend to apply our Emerald creativity and focus on consumer needs to our new Pop Secret brand...so watch this space.”

According to Diamond Foods, Americans will consume 3.8 million pounds of popcorn and 2.5 million pounds of snack nuts on Super Bowl Sunday. The company just launched a "Holiday Treat" campaign for its Diamond of California brand, with print and online ads featuring recipes that can be enhanced using nuts.

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