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Diamond Foods promotes marketing, general counsel executives

BY Allison Cerra

SAN FRANCISCO Diamond Foods announced the promotion of two of its top executives.

Andrew Burke has been promoted to chief marketing officer and EVP, while Stephen Kim has been appointed SVP general counsel and human resources. Both executives will have expanded responsibilities with these promotions.

Burke has led Diamond’s marketing group since joining as a VP in June 2006. He will continue to oversee all marketing activities for the company and will take on the leadership of Diamond Foods’ pricing committee, which is a highly collaborative group comprised of marketing, sales and finance team members.

“Andrew has excelled and grown tremendously in his role in leading Diamond’s marketing efforts,” said Diamond Foods president and CEO Michael J. Mendes. “He has always worked effectively with sales, operations and finance, which will be critical in his new strategic pricing role. We will look for Andrew to continue to enable the development and execution of a tightly integrated, consumer facing marketing strategy that is evidenced by every element of the consumer and trade interface, something that has become a trademark of our brand strategy over the years.”

Kim has been Diamond’s general counsel VP since May 2005. His role broadened to include leadership of human resources in January 2008. He will continue to lead all aspects of Diamond’s legal and HR efforts, but will increase his focus on strategic HR management.

“While Steve has been a strong asset for Diamond in managing our legal affairs, he has truly distinguished himself in his ability to source and develop outstanding management talent,” said Mendes. “Given the dynamic growth of our organization, Steve will dedicate more time to strengthening our management team to better enable us to deliver on our strategic objectives.”

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New study notes spending habits of weight-conscious consumers

BY Allison Cerra

ST. PETERSBURG, Fla. A new study found that devotees of brand-name diets spend more than $3,400 on groceries per year, while consumers who eat low-fat foods, regardless of brand, spend around $800 per year.

Other key findings included in the weight-management study — published by Catalina Marketing — were that weight-management products totaled 38% of annual grocery spending. Additionally, many shoppers surveyed are more interested in nutritional content of food, rather than the brand, but will be more responsive to brands with precise marketing messages..

These and other facts were published in “Balancing the Scale: Reaching Today’s Grocery Shopper With Your Weight-Management Product,” a new report gathered from shoppergraphics data warehouse and consumer surveys conducted by Catalina Marketing. The study expanded upon earlier research done in the first half of 2009, and offered predictive insights into the shopping patterns of various types of consumers trying to lose weight and eat healthy.

“The goal for CPG brands becomes less about selling to as many shoppers as possible and more about encouraging high-purchase volume from a relatively small core audience,” said Sharon Glass, Catalina Marketing’s group VP health, beauty and wellness. “By communicating with each consumer based on individual preferences, loyalty is sustained and real profitability is recognized.”

For more information and to download a copy of the study, visit Catalinamarketing.com. 

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Tide celebrates style with new ad campaign

BY Allison Cerra

CINCINNATI Tide is celebrating the expression of personal style with its new advertising campaign entitled “Style is an Option. Clean is Not.”

The campaign, a celebration of diverse American style and the fantastic “Tide clean,” launched in market with a 30-second spot entitled “Show ‘Em Your Style” – created by Saatchi & Saatchi of New York. “Style is an Option. Clean is Not,” Tide’s first holistic multi-touch campaign since 2007, includes work from all Tide agency partners and will feature a series of new print ads, television spots, iMedia, OOH, in-store marketing and public relations efforts.

“In our new campaign, we wanted to communicate that Tide does a lot more than keep clothes looking their best,” said Suzanne Watson, associate marketing director, Tide North America. “Tide celebrates people’s diverse sense of style and their self-expression. The link between the importance of one’s unique style and helping to keep it clean, bright and fresh is what we wanted to bring forward.”

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