Don’t deny your cravings

A recent ad campaign for Blue Diamond almonds proclaims:

Don’t deny your cravings. Eat them.

(Well, actually, Eat ’em.)


You can view one (somewhat overwrought) ad here.

Yes, it’s straightforwardly about food, but still, many will detect a double entendre in the exhortation to eat your cravings. Well, I went right for it, but then my thoughts incline that way.

From the San Francisco Business Times on 2/26/18, in “Blue Diamond Snack Almonds Inspires Consumers to Crave Victoriously with New Campaign, Brand Relaunch; Don’t deny your cravings. Eat them:

Sacramento, Calif.– Blue Diamond, the world’s leading almond marketer and processor, today launched a new brand campaign – Take Back Your Crave – to inspire consumers to embrace their snack cravings.

The campaign comes at a time when snacking has become more prevalent for Americans than ever. Snacking can bring moments of joy, but can also leave consumers with “snacking guilt” as they struggle with the conflict between whether or not they should eat the snacks they want.

“To crave is human. But they say you’re supposed to deny, control and fight your cravings. At Blue Diamond Almonds, we think differently,” said Blue Diamond Senior Vice President, Global Consumer Division Raj Joshi. “With Blue Diamond Almonds you can Crave VictoriouslyTM. With this campaign we’re putting a stake in the ground for conflicted snackers: ‘Don’t deny your cravings. Eat them.’”

Blue Diamond offers more than 20 flavors of almonds – from bold varieties like Sriracha or Salt ‘n Vinegar to oven roasted varieties like Dark Chocolate and Salted Caramel. With so many craveable flavors to discover and 5g of protein per serving, snackers don’t need to worry about sacrificing taste for a satisfying snack.

We take almonds seriously in California. They’re a big business, and around here there used to be almond groves all over the place. Handsome small trees in the rose family (most closely related to the peach), with very pretty white or pink blossoms in the spring. From Wikipedia:

(#2) A commercial almond grove (photo: Almond Board of California)

(#3) Ornamental pink almond trees in bloom

The almond (Prunus dulcis, syn. Prunus amygdalus) is a species of tree native to Mediterranean climate regions of the Middle East, from Syria and Turkey to Pakistan, although it has been introduced elsewhere.

Almond is also the name of the edible and widely cultivated seed of this tree. Within the genus Prunus, it is classified with the peach in the subgenus Amygdalus, distinguished from the other subgenera by corrugations on the shell (endocarp) surrounding the seed.

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