Almond Board of California Targets Gamers as Esports Surges

New Campaign from SRG Plays to Energy from Almonds to Keep Gaming

The Almond Board of California is rolling out an advertising initiative from longtime agency partner Sterling-Rice Group. The new campaign leverages the growing audience of Twitch with tailored ads launching in early May that highlight the energy power of Almonds to power up those on the Twitch channel.


“While we have long used live sports to promote the health and natural fuel elements of almonds, we saw an opportunity to shift a portion of our budget to the only ‘live’ sporting opportunities available now,” explained Jenn Freeman, North American Director of Marketing, Almond Board of California. 


The action-oriented banners, digital billboards and digital videos speak to the gaming audience in their own idiomatic way with headlines that exhort players to “pwn your everyday,” or promote almonds as “energy-giving fuel for game after game after game.”


“Twitch is a place where almonds can stand out. We are one of the first healthy snacks to advertise on the channel and the first commodity brand as well,” explained Susan Peck, Director of Media at SRG. “The Twitch channel is mainstream, and interest has grown with people craving competition in their lives. And since a lot of gamers are also into health and fitness, this was a great way to extend almonds advertising in the sports realm.”


The new campaign also includes an influencer partnership with three selected influencers on the channel who were chosen because they lead active lifestyles. The influencer effort will launch in mid-May and will include a professional body builder and avid runner. 


About the Almond Board

Almonds from California are a healthy, natural, wholesome and quality food. The Almond Board of California promotes almonds through its research-based approach to all aspects of marketing, farming and production on behalf of the more than 7,600 almond growers and processors in California, many of whom are multi-generational family operations. Established in 1950 and based in Modesto, California, the Almond Board of California is a non-profit organization that administers a grower-enacted Federal Marketing Order under the supervision of the United States Department of Agriculture. For more information on the Almond Board of California or almonds, visit or check out California Almonds on FacebookTwitterInstagram and the California Almonds blog



About SRG  

Headquartered in Boulder, Colorado, SRG is a creative collective-- a nationally recognized brand consultancy and creative agency. The agency infuses creativity in all its work and has deep expertise in consumer insights, brand strategy and positioning, new product innovation, advertising and design. SRG has created over $10 billion in incremental value for clients over the past five years alone. SRG has been ranked on Outside Magazine's Best Places to Work list for the past nine years and was also recognized by Ad Age as a 2016 and 2017 Best Place to Work. It is certified as a women-owned business.


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