Media Contact:
Miranda Joyce
408-500-8018
Campaign embraces tradition while showcasing the many flavorful ways to use walnuts beyond celebrated recipes.
FOLSOM, Calif., Nov. 21, 2023 – The holidays just aren’t the holidays without California walnuts, and this year, the California Walnut Board & Commission are launching a new direct-to-consumer marketing campaign to highlight the integral role walnuts play in the holiday season. This new campaign aims to remind shoppers of the many ways they can enjoy the well-known buttery richness and pleasing texture of California walnuts throughout the holiday season – from appetizers to desserts, and everything in-between. Through an integrated approach, retail promotions, digital ads, influencer partnerships and recipe collections, among other tactics, will be featured.
A new digital video that playfully features the walnut’s most beloved spokespeople, Nutcrackers, is now running online and on connected TV through December 31 on major streaming services such as Roku and Sling. Additionally, a custom recipe collection on Walnuts.org offers consumers new and innovative ways to add a twist to holiday recipe favorites – and get the most value by using their entire bag. Digital integrations on leading recipe search and e-commerce sites, including Ibotta and Instacart, work to drive purchases at the point of consideration.
“California walnuts are synonymous with the holidays and family traditions. This holiday season offers a distinctive sales and merchandising opportunity for our retail partners to benefit from our investment in consumer marketing,” said Robert Verloop, CEO and executive director for the California Walnut Commission (CWC) and Board (CWB). “Walnuts are an appealing and adaptable ingredient, and their versatility can make them the unsung hero of the kitchen all holiday season long. It’s the perfect opportunity to inspire new uses that can lead to incremental sales year-round.”
For the holiday campaign, California Walnuts is also partnering with popular food influencers to provide recipe inspiration directly to consumers. Monique Volz (@Ambitious Kitchen) will be a featured ambassador, demonstrating seasonal recipes featuring walnuts and creative ways to use the entire bag this holiday season. Isabel Orozco-Moore (@Isabel Eats) and Gal Shua-Haim MS, RD (@Something Nutritious) will showcase creative new holiday recipes crafted with walnuts on Instagram and TikTok.
The California Walnuts retail team has noted strong demand for the current crop of walnuts. The recent 2023 harvest season has delivered the exceptional quality walnuts consumers expect and are eager to purchase when displayed prominently. Traditionally, the fourth quarter drives the largest share of annual total walnut category dollar sales. According to Circana, 33% of annual walnut sales in 2022 were made in Q4. Retailers nationwide are participating in promotion campaigns with California Walnuts during November and December. Retailers interested in California walnut promotion opportunities are encouraged to connect at https://walnuts.org/retail.
About the California Walnut Board
The California Walnut Board (CWB) was established in 1948 to represent the walnut growers and handlers of California. The CWB is funded by mandatory assessments of the handlers. The CWB is governed by a Federal Walnut Marketing Order. The CWB promotes usage of walnuts in the United States through publicity and educational programs. The CWB also provides funding for walnut production, food safety and post-harvest research.
About the California Walnut Commission
The California Walnut Commission, established in 1987, is funded by mandatory assessments of the growers. The Commission is an agency of the State of California that works in concurrence with the Secretary of the California Department of Food and Agriculture (CDFA). The CWC is mainly involved in health research and export market development activities. For more industry information, health research and recipe ideas, visit www.walnuts.org.