The California Walnut Commission announced its second annual “Power of 3” global marketing campaign, which builds on the successful 2020 campaign. “Power of 3” will launch on March 3rd with a first-ever global event celebrated in the USA, Germany, India, Japan, South Korea, Spain, Turkey, the United Kingdom and the Middle East to showcase how they like to get their daily handful of walnuts.
The Power of 3:
- Launches March, the 3rd month of the year.
- Emphasizes the rich essential plant-based omega-3 ALA content of walnuts (2.5 grams/ounce or 2.7 grams per 30g serving).
- Encourages a handful a day or at least 3 handfuls (28-30 grams) a week as a way to improve overall nutrition.
Campaign Signage in India
This campaign is a way to build on one of California walnuts’ core benefits as walnuts are a rich source of plant-based omega-3 ALA (2.5 grams/ounce). ALA is an essential nutrient needed by the human body that can only be provided through the diet and has been associated with benefits for heart and brain health and healthy aging. A one-ounce serving of walnuts provides plant-based protein (4 grams), fiber (2 grams) and is a good source of magnesium. Walnuts are also a good source of vitamin B6 (0.2mg/oz), copper (0.45mg/oz) and manganese (0.1mg/oz), all of which contribute to the normal functioning of the immune system.
“There was excitement for the Power of 3 campaign last year and we are thrilled to bring it back on an even bigger scale in 2021,” says Pamela Graviet, senior marketing director, international, for the California Walnut Commission. “This campaign makes it simple for consumers to remember how they can improve their overall diet with a handful of walnuts.”
California walnuts have provided high-quality walnuts that meet food safety demands around the globe. The industry's dedication to quality, consistency and innovation is apparent from tree planting through to harvest. California walnuts are grown and processed under strict quality control standards to deliver product year-round that meet also meet in-country import regulations and requirements.
For the 4,800 growers, most of which are multi-generational family-owned farms, food safety is critically important and the California walnut industry has had an exceptional track record for food safety for more than a century.
The campaign will employ a variety of communications tools, including a video that is a core component of the campaign and will be used across all markets.