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Blue Diamond: A Gramercy Townhouse goes Nuts with Katie Holmes

PR Campaign, Activation


The Problem

The nut category consistently sees sales lifts during the holiday season, but solutions for dairy-free, health-centric recipes and appetizers can be challenging to find. Access saw this as an opportunity to promote Blue Diamond as a unique, healthy snack option during the holidays.

The Solution – How we Uncomplicated the Complicated

In October 2018, we turned a vision into reality by creating the Blue Diamond Holiday House to educate consumers about how Blue Diamond is essential for hosting a happy, healthy and flavorful holiday season. The brand took over a beautiful townhouse in New York City’s Gramercy Square Park and brought the program to life, with more than 3,000 sq. feet filled with delicious recipes, tips, holiday meals, entertaining spreads and more. Each station/room was accompanied by a spokesperson, who walked guests through the experience and peppered in applicable story ideas and angles.

Results & Impact

140 editors and influencers attended; Access secured 122 pieces of holiday coverage, 50+ social media posts, 30+ holiday recipe pick-ups and 20+ articles featuring celeb guest, Katie Holmes, generating a total of nearly 600MM impressions.

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