Duncan/Channon Targets Home Cooks for Diamond of California

By Erik Oster 

San Francisco agency Duncan/Channon launched a new integrated campaign for Diamond of California, the Diamond Foods brand for which the agency was selected as agency of record last November, along with Pop Secret.

The new campaign launches today with “Made for Homemade,” a 30-second spot targeting and celebrating home cooks. “There are things you know when you make something at home,” begins the voiceover over a food porn montage. Those things include “that no recipe is ever really finished,” that “great ingredients make all the difference” and “the best part of making something is making it your own.” That’s where Diamond nuts come in, which the ad promises can make your good food even better.

The campaign is the latest effort in Duncan/Channon’s brand relaunch following being named agency of record. Its home cook-targeting approach allows the agency to celebrate Diamond’s history dating back over 100 years without focusing too much on that selling point. Instead, Diamond nuts are presented as a way to elevate many kinds of recipes in an attempt to appeal to culinary enthusiasts always looking to elevate their creations to the next level. In addition to the broadcast spot, the campaign also includes print, digital, social and a partnership with the Cooking Channel and celebrity chef Kelsey Nixon
Executive Creative Director – Anne Elisco-Lemme
Senior Copywriter – Niki Clainos
Lead Art Director – Christina Chern
Writer – Greg Halbreich
Art Director – Tiffany Pan
Writer – Brad Zwakenberg
Senior Broadcast Producer – Kimberly Grear
Executive Broadcast Producer – Christine Gomez
Director of Production – Carolyn Bormann
Art Buyer, Print – Amy Yu
Art Buyer, Video – Meghan Pearson
Integrated Producer – Keenan Hemje
Chief Strategy Officer – Andy Berkenfield
Director of Brand Strategy – Allan Johnson
Group Account Director – Rachel Hermansader
Account Supervisor – Suzanne Montgomery
Account Coordinator – Sydney Paine
Director of Communications Planning – Leslie Diard
Group Director of Communications Planning – Carrie Parent
Communications Planning Supervisor – Paulo Delacruz
Communications Planner – Elli Norberg

CMO – Miguel Leal
VP of Marketing – Jennifer Bauer
Director of Marketing – Kristin Backer-Herzog
Associate Brand Manager – Anika Nieh
Associate Marketing Project Manager – Bambi Barnum


TV Production – MJZ
Director – Irv Blitz
President – David Zander
Food Stylist – Susie Theodorou
Senior Executive Producer – Eriks Krumins
Head of Production – Janet Nowasad
Producer – Brian Armstrong

Editorial- Cut & Run
Editor – Isaac Chen
Executive Producer – Deanne Mehling
Producer – Mary Shoemaker

Music/Sound Design – Barking Owl
Executive Producer, Creative Director – Kelly Bayett
Composer – David Voyzey
Producer – KC Dossett

Audio Mix – One Union Recording
Engineer – Joaby Deal
Executive Producer – Lauren Mask

Telecine – Company 3

Colorist – Stefan Sonnenfeld
Executive Producer – Rhubie Jovanov

Post Production – Spy Post
Flame Artist – Darren Orr
Executive Producer – Lori Joseph