For the third consecutive year and during the third month of the year, the California Walnut Commission (CWC) is conducting its annual “Power of 3” global marketing campaign, which aims to educate consumers around the world on the powerful benefits of plant-based omega-3 ALA (alpha-linolenic acid).
The CWC is shining a spotlight on the fact that walnuts are the only tree nut to contain a significant amount of plant-based omega-3 ALA (2.5g/oz) to promote walnuts during March. Research from the Norwegian University of Science and Technology suggests that 70% of the world’s population does not get enough omega-3. Here in the U.S., more than 90% of Americans aren’t getting enough omega-3 in their diet according to research published in Nutrition Journal. Scientific research funded by the CWC has indicated that omega-3 ALA may play a role in heart health, brain health and healthy aging.1,2,3 This campaign strives to get more omega-3 ALA into American diets by encouraging consumers to eat more walnuts.
The global campaign, designed to inspire consumers on how simple and beneficial it is to add walnuts to their everyday diet, will run simultaneously on multiple continents. With people anxious about travel but still wanting to experience new foods and having a need to feel connected, influencer-developed plant-forward recipes and videos will be shared across countries so consumers can easily create authentic multicultural dining experiences right at home. Recipes will also demonstrate how versatile walnuts are for any time of day. Whether a consumer is looking for a snack, main meal, appetizer, salad or dessert, California walnuts can be easily incorporated, fulfilling their increasing desire to eat healthier foods that contribute to their overall health and wellness. Consumers are encouraged to share the health benefits of walnuts with their friends and family by using the hashtag #SharethePowerof3.
“We have seen incredible success with the ‘Power of 3’ campaign over the past two years and are excited to bring it back for 2022,” shares Pamela Graviet, Sr. Marketing Director International for the CWC. “With more people adopting a plant-forward way of eating, it has been a great way to share how walnuts can help individuals achieve their personal goals. It’s always a thrill to see how consumers share their personal experiences with California walnuts.”
Conducting a global campaign has many benefits. The first being that running a large cohesive campaign such as this gains interest from trade media and subsequently the trade themselves who see value in participating in a worldwide program to promote walnuts. Consumers also enjoy being part of a global movement to share the Power of 3. Additionally, the creative assets can be used across multiple countries, a cost savings to the industry. And it brings our various agency partners together, creating cohesion and a sense of working together to do more.
