Going nutty for “ancient” almond milk
Picture a dark time, long before coffee… The Almond Board of Australia has unveiled a new campaign that encourages people to raise a glass of almond milk this Easter to support local almond milk producers and almond growers. The campaign’s key message is that almond milk is not just a hipster fad; it’s actually been around for 900-odd years.
The hero piece of the campaign is a video featuring a medieval troubadour re-telling (or more precisely, re-singing) the history of almond milk. It’s so bad, it’s awesome.
Using eye-roll-inducing humour and a Monty Python-esque vibe, the video explains that while the invention date of almond milk remains a mystery (“not even Wikipedia is sure”), the plant-based milk was consumed in abundance during the Middle Ages.
Almond Board of Australia Market Development Manager Joseph Ebbage says the quirky campaign aims to educate consumers about the fact that almond milk first became popular in Europe in the 1100s, and reinforces the message that almond milk is not just a temporary fad for vegans or “baristas with beards”.
“Demand for almond milk has soared over the past five years,” Ebbage says. “During this period, almost 60 new almond milk products have been launched in major supermarkets.”
The increased consumption of almond milk reflects the increasing popularity of plant-based diets and a better understanding of the health benefits it can offer.
“Almond milk is soy, lactose and dairy-free, so it’s suitable for people who are allergic to soy and cow’s milk or are lactose intolerant,” Ebbage says. “It’s also winning the taste test, so take a tip from our medieval ancestors this Easter and grab a carton and discover for yourself why it’s remained popular for 921 years.”
The Almond Board is urging shoppers to seek out Australian almond milk brands to support local growers and manufacturers. Currently, there are more than 40 Australian almond milk products available in our major supermarkets, with many more in foodservice.