Blue Diamond is offering to carve your face into an almond

Social campaign from TBWA/Chiat/Day L.A. taps Instagram artist to immortalize fans' mugs

Published On
May 11, 2021

Editor's Pick

Nut brand Blue Diamond Almonds is appealing to "superfans" (who knew there were nut superfans?) on Instagram with a stunt that offers them the chance to have their face carved into an almond. 

The social campaign, via TBWA/Chiat/Day L.A., tapped Instagram artist and influencer Hoang Tran, AKA @mumblestohimself, to immortalize fans' faces on the tiny nuts. All fans need to do is send in a selfie together with #SuperfoodSelfies @BlueDiamond for a chance for their face to be live carved into an almond. (Tran will carve 20 almonds, but one will be livestreamed on May 13. )There's a fun promotional video to go with it, in which Tran ends up munching on his masterpiece. 

It's not the first food brand to marry sculpture and fans: a campaign over a decade ago for Hall's cough candy carved busts of fans' visages while Doritosmade a clay sculpture of Lionel Richie's head in its 2019 Super Bowl spot. 

It's part of an ongoing series of social pushes for Blue Diamond, which also includes a campaign for Banana Almond Breeze on TikTok, creating a six part musical in which a banana and almond fall for each other. Fans can duet on TikTok to star in the musical. 


May 11, 2021
Client :
Blue Diamond
Agency :
TBWA/Chiat/Day-Los Angeles

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