As retailers seek to capture the millennial and Gen Z market, the California Walnut Board is breaking from traditional commodity marketing playbooks that emphasize functional benefits of products and instead introducing its “Feel Good” marketing effort.
The marketing effort positions walnuts as a lifestyle brand through direct-to-consumer strategies for younger audiences, according to a news release.
Grounded in consumer research, the “Feel Good” campaign is designed to modernize the image of California walnuts and reposition them as a must-have ingredient and snack for younger shoppers, who hold significant purchasing power, the release said. At the heart of the campaign is the message, “California Walnuts. Feel Good.” brought to life through a fresh, energetic visual identity that will be communicated across the full shopper journey, from discovery to purchase.
The campaign will activate across digital and social media channels, influencer partnerships, paid streaming, retail-tagged advertising and shopper marketing — reaching shoppers where they spend their time and make purchasing decisions, the release said. Sampling events provide hands-on experiences, while in-store activations can provide cross-merchandising opportunities that increase sales.
“This isn’t just a new marketing campaign — it’s a complete repositioning of California walnuts for a new generation of consumers who prioritize both nutrition and versatility and are looking to align their shopping habits with their lifestyle,” said Christine Lott, director of integrated communications for the California Walnut Board and Commission. “Research shows younger shoppers are seeking foods that align with their values, and California walnuts deliver exactly what they’re looking for.”
Digital influence is the cornerstone of the campaign, with the board and commission partnering with more than 20 cooking, wellness, lifestyle and hosting influencers who collectively reach millions of potential buyers. This strategy taps into findings from the KS&R Entercom Landscape Tracker that 77% of Gen Z and 50% of millennials follow social media personalities who strongly shape their purchasing decisions.
On its own channels, the California Walnut Board will showcase trend-driven, authentic content designed to resonate with younger consumers. Paid media efforts will extend the campaign’s reach across social platforms, streaming services and online video — channels where these shoppers spend their time, the release said.
Beyond digital, the campaign includes experiential marketing with sampling at wellness events nationwide, allowing potential customers to taste and experience the convenience and versatility of California walnuts in environments that reflect their values and lifestyles.
For retailers, the California Walnut Board is providing comprehensive merchandising support designed to maximize sales potential and capitalize on the consumer momentum generated by the “Feel Good” campaign. This includes a refreshed summer snacking program with new elevated imaging and branding that aligns with the campaign, retail-tagged, 30-second television spots running in select markets on connected TV and programmatic advertising that drives traffic to retailers’ websites for purchases. These efforts are complemented by in-store and online shopper marketing tactics aimed at motivating shoppers to add walnuts to their carts at the point-of-sale this summer, the release said.
