Diamond Nuts Pie Crust Launch

To introduce Diamond of California Nut Pie Crusts to national audience, MADE developed and executed a communications strategy encompassing media relations, creative experiences, original content development, influencer management, and strategic brand partnerships. 

Prior to launch, MADE developed original content and a content strategy featuring a range of sweet and savory Nut Pie Crust recipes, which was shared in a strategic cadence across Diamond’s owned channels including social, blog, and newsletters. 

Diamond Nuts Pie Crust Launch

To celebrate the launch, MADE hosted a Nut Pie Crust showroom in NYC, inviting notable media for one-on-one appointments to learn about Diamond’s latest innovation. Following the showroom, MADE hosted an influencer event in partnership with brand ambassador, Joy the Baker, featuring one of her original recipes. As a result, press highlights include Food & Wine, Family Circle, Food Network Magazine, and the event garnered more than 2M social impressions.

To continue the momentum following the launch, MADE partnered with culinary influencers and brand ambassador Joy the Baker to create original recipes which were then shared across Diamond’s website and repurposed on social. This resulted in a 12% increase in Instagram followers and 4.1M potential impressions.

Additionally, MADE secured a partnership with notable bakeries, The Pie Hole in Los Angeles and Ovenly in New York, to feature an exclusive menu item featuring the nut pie crusts. Both brand partnerships included social promotion as well as in-store activations.