The board asked an up-and-coming designer to create a dress hand-sewn with 3,000 almonds. It then had a model parade through a pedestrian mall in the central business district of Sydney, giving away tins of fresh almonds to passersby. Photos of the dress were uploaded to Flickr, and video of the stunt was placed on YouTube. The board achieved its objectives of generating coverage in print and online trade and consumer publications, achieving record sales in the following three months.