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From Legacy to Digital • Unlocking Ecommerce Potential

  • Client

    Diamond Foods

  • Solutions

    CommerceArtificial IntelligenceMedia Strategy & PlanningMedia

Results

  • Earned the Amazon Overall Choice badge for their Walnut product
  • +382% Organic Page 1 Keywords YOY
  • +352% Shipped COGS Q1 2024
  • +231% Shipped COGS YOY 2023
  • 1x AdExchanger Award

A collage with different images. An award. A badge and two images with Diamond food nuts.

Monks’ recipe for award-winning Amazon success.

Diamond Foods, Inc., founded in 1912 as a cooperative of California walnut growers, evolved into a leading snack food company, renowned for iconic brands like Emerald, Pop Secret, and Kettle Brand Chips. With the rise of ecommerce, Diamond Foods faced new challenges in capturing online sales. To strengthen their presence on Amazon and optimize their direct-to-consumer (DTC) strategy, Diamond Foods partnered with Monks for expert guidance. The results were substantial growth, a game-changing strategy, and recognition as the 2024 AdExchanger Best in Commerce Media Award winner.

Cracking the nut of ecommerce growth.

Even as a legacy grocery brand with a century-long history in brick-and-mortar sales, Diamond Foods faced the significant challenge of transitioning to digital channels. Key issues included, a digital media budget, an online presence, and a concrete ecommerce vision. 

To address these challenges, Monks implemented a comprehensive strategy that combined data insights, advanced technology, and innovative tactics to maximize Diamond Foods’ potential on Amazon. Our multifaceted approach focused on optimizing existing resources, enhancing product visibility, and expanding market share for key products. Our strategy was crafted to not only improve Diamond Foods’ immediate sales performance but also establish a strong foundation for long-term growth and sustainability. 

Catalog optimization: We started by optimizing Diamond Foods’ extensive ASIN catalog, identifying gaps in essential content, and prioritizing high-revenue potential products. 

Advertising approach: We refined Sponsored Products and Sponsored Brands campaigns to enhance visibility. Efficiency gains from these optimizations were reinvested into Amazon’s Demand-Side Platform (DSP), marketing Diamond Foods’ first foray into full-funnel advertising.  

AI-powered tools: Implementing AI-driven optimizations for creative production allowed continuous improvements in return on investment (ROI). This included generating new image variants using generative AI to accelerate time-to-market and reduce costs. 

Expanding reach: By monitoring keyword trends and identifying opportunities in adjacent markets, we expanded Diamond Foods’ reach and competitive set. Our keyword monitoring tools revealed that Diamond Foods ranked for the first time on a keyword in the chocolate snacks category, allowing us to capitalize on emerging trends and broaden their market presence.

  • Diamond Foods chocolates in a blue bag on a table with a book and a cutting board Different bags of Diamond Foods nuts

Success has never tasted so good on Amazon.

Within a year, Diamond Foods realized its potential on Amazon. Top-line revenue saw a substantial rise, driven by improved visibility and strategic ad placements. Key products, once buried deep in search results, now dominated the top positions, attracting a surge of organic traffic. 

Through our partnership, Diamond Foods outpaced competitors and unlocked new growth opportunities on Amazon, setting the stage for sustained success and continued expansion.

Peanuts in a pile

In partnership with

  • Diamond Foods
Client Quote Maintaining an efficient presence on Amazon is a priority for Diamond Foods to stand out in the hypercompetitive snacking category. Monks has stretched our investment effectively with a robust advertising strategy—laying the groundwork for immense scale on the platform.
Craig Tokusato headshot

Craig Tokusato

CMO, Diamond Foods

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The website has been translated to English with the help of Humans and AI

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