Diamond Foods Names Duncan/Channon Agency of Record for Pop Secret(R) and Diamond of California(R)

SAN FRANCISCO, Nov. 12, 2014 (GLOBE NEWSWIRE) -- Following an extensive review of agencies, Diamond Foods selected independent agency Duncan/Channon to lead its branding, advertising strategy, creative and media efforts for Pop Secret^® popcorn and Diamond of California^® nuts. The Duncan/Channon team will create and execute a new brand platform and national campaigns designed to support Diamond Foods' focus on building and energizing its premium snack food and culinary nut brands.

"We were very impressed by the ideas and creative presented by Duncan/Channon, but it was the team itself that clinched this decision," said Burke Raine, Vice President of Marketing, Snacks, at Diamond Foods. "There's something special going on at this agency and we can't wait to put our teams together to build on the great momentum across the Diamond brands."

Following strategic exploration, guided by the agency's brand strategy department, Duncan/Channon will create and execute new campaigns that include both traditional and non-traditional components, including social media. Initial projects will focus on Pop Secret, the fastest-growing major microwave popcorn brand in the market, and Diamond of California, the branded leader in the culinary nuts category. The first campaigns are expected to launch in early 2015.

"We had an immediate connection with the Diamond Foods team, personally and professionally," said Andy Berkenfield, CEO at Duncan/Channon. "And we think that is critical to ensuring the most seamless, productive collaboration and most compelling advertising. We look forward to doing spectacular work together. And with the Diamond brands, we've already got a big head start."

About Diamond Foods

Diamond Foods is an innovative packaged food company focused on building and energizing brands including Kettle® Chips, Emerald® snack nuts, Pop Secret® popcorn, and Diamond of California® nuts. Diamond's products are distributed in a wide range of stores where snacks and culinary nuts are sold. For more information, visit the Company's corporate web site: http://www.diamondfoods.com.

About Duncan/Channon
Duncan/Channon (www.duncanchannon.com) is an integrated, independent, full-service advertising and design agency, ranked among the top 10 Bay Area agencies by the San Francisco Business Times. Duncan/Channon specializes in re-launching brands and has won first prize in the Rebrand 100 global competition. Recently, it won 2013 media plan of the year from the 4A's. Current clients include StubHub, Sephora, Kona Brewing, John Muir Health and the California Tobacco Control Program. Duncan/Channon was founded in 1990 and is housed in an historic building in downtown San Francisco.