Diamond Foods has announced they have paid $2 million for its third-quarter spot during the Super Bowl this year.

Emerald will try to stand out in the Super Sunday crowd with a humorous ad featuring theater and music personality Robert Goulet that plays off the energy that nuts can provide.

"If we can effectively entertain our consumers, that's a positive way for our brand to resonate in their minds," Mendes says.

Emerald also will launch a post-game Internet ad campaign that ties in with its Super Bowl ad, but it offered no details.

Also see related: Super Bowl XLI madness begins