California Walnuts’ summer campaign positions walnuts as a fresh, whole food that can be enjoyed as part of seasonal snacking and eating.
In-store displays, shopper marketing and retailer-tagged commercials on streaming TV and digital media are included in the campaign and aimed at motivating shoppers to add walnuts to their carts. These efforts are complemented by direct-to-consumer outreach rooted in social and digital media, including a cadre of influencers engaged to modernize how shoppers think about walnuts, media articles and sampling at wellness-inspired events.
The seasonal campaign is an extension of the “Feel Good” effort designed to modernize the image of California walnuts and reposition them as a must-have ingredient and snack for younger shoppers, while also appealing to those who already know, love and purchase walnuts.
“During summer is a great time to highlight walnuts’ nutrition and versatility and showcase how they can be part of produce-forward snacks and meals every day,” says Robert Verloop, executive director and CEO of the California Walnut Board and Commission. “It leverages a range of influencer partners to modernize how shoppers use walnuts and strong retail support to help shoppers discover the feel-good benefits of California walnuts while giving retailers new opportunities to drive year-round purchases.”
The campaign also encourages retailers to merchandise walnuts in the produce department, where shoppers are already looking for fresh, whole foods. This repositioning alongside fruits and vegetables helps shoppers make the connection between walnuts and daily snacking and eating routines, increasing visibility, trial and repeat purchases, according to the organization, which adds that research shows that 76% of shoppers are more likely to purchase walnuts when displayed alongside fresh produce.
“Walnuts naturally belong with produce,” Verloop says. “When shoppers see walnuts merchandised with fresh ingredients when they’re planning snacks and meals, it inspires new usage ideas and reinforces walnuts as an everyday staple in their refrigerator.”
Support for retailers is designed to maximize sales potential and capitalize on the consumer momentum generated since the launch of the “Feel Good” effort last year. To learn more about how California Walnuts can help support retailers, contact retail@walnuts.org.
