The California Walnut Board launches its first ever Snacking Retail Campaign this July, to bring more attention to the benefits of walnuts as a nutritious snack. The new campaign includes walnut displays and promotions in more than 7,400 food retailers across the U.S. “Our July snacking effort is the second nationwide event that the California Walnut Board is supporting during 2021,” said Don Ladhoff, Retail Program Coordinator for the California Walnut Board. “I was pleased with how many retailers were willing to participate in this first-time activity, and that a number of buyers told me they signed on because of the strong support that the Board has provided them during our annual American Heart Month campaign.”
“Research tells us people who eat walnuts enjoy them most often as a snack,” said Jennifer Olmstead, Senior Marketing Director of U.S. Public Relations at the California Walnut Board. “At a time when snacking is at an all-time high for Americans, we’ve worked closely with participating retail partners and our walnut handlers to share the many health benefits of walnuts along with inspiration for a multitude of ways to snack on walnuts.”
The majority of Americans eat walnuts plain, according to a new survey, conducted by California Walnuts in May in partnership with Kelton Global. Others prefer that their walnuts are combined with other ingredients to make a delicious snack. The survey insights indicate Americans are now seeking out snacks that deliver on great taste and texture, as well as health benefits. When it comes to texture, forty-two percent are looking for crunchy snacks. And Americans remain divided (50/50) with a preference for sweet or salty. For these reasons, the California Walnut Board created a new Simple Snacking Recipe Collection, featuring trail mixes and walnuts seasoned to meet sweet, salty or spicy flavor preferences.
The campaign showcases walnuts through a wide range of custom signage and displays, value-added offers, social media activities, and advertisements with streaming audio, digital video and radio tags highlighting the participating retailers. This collaborative program, which also includes integrated activities with retail dietitians, is designed to boost retailers’ efforts and position walnuts as a simple and delicious choice that shoppers can make when snacking and eating a healthy diet.
The California Walnuts snacking campaign also include new recipes, videos and a social media playbook provided to all retail partners, offering guidance on how to communicate the health benefits of walnuts while tailoring content to their own social media channels. And many of the programs at participating retailers are being strengthened by a partnership with Bard Valley Date Growers and their best-selling Natural Delights® brand of Medjool dates.
For more information:
Micaela Duever
Edelman Public Relations
Tel.: +1 513-549-9284
Email: micaela.duever@edelman.com