Emerald goes nuts for the Super Bowl

01/21/2005 | Wall Street Journal, The

Nut growing cooperative and first-time Super Bowl advertiser Emerald of California, is betting $2 million that one well-placed commercial will get consumers to rank nuts with pretzels and potato chips as a snack food. "We need to stimulate consumption," said Michael J. Mendes, president of Emerald's parent company, Diamond of California, and the nut-growers are hoping that a quirky, surreal spot by Omnicom Goodby, Silverstein & Partners will do the trick.

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