Emerald Nuts Turns Real Customer Review into New Tagline

Entrepreneurs / 3rd April 2017

Emerald® is putting its marketing into the hands of consumers as part of a major campaign to push its line of tasty nuts with unique flavors. 

Earlier this year Emerald started using real online customer reviews to describe its products – on the brand’s website, its social media channels and in its advertising. The company then began bringing those real reviews to life by turning them into art on RevueofReviews.com, which features some of Emerald’s favorite real customer reviews reimagined through music, short films, cartoons and more. 

During the course of the campaign, one particular review – from an anonymous Amazon customer on June 16, 2016 – so perfectly captured the essence of Emerald nuts that the brand decided to adopt it as its new tagline. The mystery customer’s five-star review of Emerald Jalapeno Cashews used only two simple but powerful words – “Yes Good.”

“Of all the reviews, ‘Yes Good’ really stood out. It’s short, simple, to the point, and expertly describes our nuts, so we had to make it our tagline,” said Rod Troni, chief marketing and innovation officer for Emerald’s parent company, leading snack maker Snyder’s-Lance, Inc.

Emerald offers a wide variety of high-quality nuts, including almonds, cashews, and mixed nuts, with best-in-class taste.  Flavor profiles like dill pickle, jalapeño, sriracha and salt and pepper are in sync with Emerald’s bold personality. The company recently added 100 Calorie Fruit and Nut Blends to its portfolio of innovative products.

In what Troni described as Emerald’s biggest marketing campaign to date, the brand kicks off the “Yes Good” campaign this week with digital and outdoor advertising in Boston, Miami and New York that prominently showcases the mystery customer’s review.  

Besides the anonymous review and a short wish list, Emerald does not know anything more about the Amazon customer but hopes to find the person one day. 

“We’d love to shake the hand of this marketing genius and maybe even pick up a few items on his or her wish list as a thank you for a spot-on tagline,” said Troni.