California Walnuts is making history. In November the CWB will launch its first TV campaign. The ads will showcase walnuts’ versatility and the ease with which you can add then to any meal.
California Walnuts is making history. In November 2015, the California Walnut Board will launch its first-ever television campaign. Designed to showcase not only walnuts’ exceptional versatility as a recipe ingredient, the two ads will also emphasize how simple it is to cook with walnuts and will remind consumers of walnuts’ distinctive heart-healthiness. The American Heart Association’s influential Heart-Check mark will appear in the ads, alongside an array of walnut-embellished salads, entrees and vegetables. Dazzling images of food will appeal to, and inspire consumers, who will also benefit from seeing real people like themselves enjoying these delicious dishes in their homes. An extension of the CWB’s very successful consumer print campaign, the television ad concepts were refined through both focus group and copy testing, and are now scheduled to be shot in October for a mid-November launch. These groundbreaking ads have been developed to build demand in the domestic market. Print ads will run in publications such as Better Homes and Gardens, Sunset, Real Simple, Family Circle, and Food Network Magazine, among others. Television will be a combination of national cable with spot television overlaid in key markets. The CWB’s combined TV, print and digital advertising planned for the 15/16 fiscal year will deliver 4.5 billion impressions to adults 18 years and older, with 95% of adults 25-54 seeing California Walnuts advertising an average of 26 times.
