FOLSOM, Calif., May 16, 2024 – In celebration of National Walnut Day on May 17, California Walnuts is announcing the launch of a new integrated campaign across the U.S. to increase relevance of walnuts in everyday moments.
Running through summer, the “Just Add Walnuts” promotional push aims to drive new usage and increase purchases of California Walnuts by reinforcing their versatility, ease of use and the added nutrition, flavor and satisfying crunch. The campaign will inspire shoppers nationwide to add walnuts to their summer-eating adventures through retail promotions, consumer communications, advertising, and more.
California Walnuts will reach shoppers through a 360-degree program that includes connected TV and streaming, digital advertising, social media, influencers, search, recipe and e-commerce sites, including Ibotta and Instacart, retail dietitian partnerships and in-store activations to build consumer awareness and drive traffic at the point of purchase.
A new video will air online through August, giving a glimpse into how the beloved Nutcrackers are gearing up for summer adventures.
“Playing off the 99 days between Memorial Day and Labor Day, we look to share 99 easy ways to just add walnuts every day this summer – from ice cream toppers, smoothies, parfaits, trail mix, avocado toast and much more,” said Robert Verloop, CEO and executive director for the California Walnut Commission (CWC) and Board (CWB). “Just one bag of walnuts offers endless possibilities for quick, easy and satisfying summer recipes. Retail partners are encouraged to leverage our continued investment in consumer marketing to capitalize on summer sales and merchandising opportunities.”
Additionally, summer-themed broadcast media segments led by food and nutrition experts will generate additional coverage and show consumers how to add fresh, craveable walnuts to their everyday meals this summer. New resources including recipe inspiration, tips for maintaining optimal freshness, and daily ideas for adding walnuts is available for retailers to share with shoppers in-store or online. All of this can be found at walnuts.org/just-add-walnuts.
The exceptional quality of walnuts delivered from the 2023 harvest season has resulted in a strong demand for the current crop, according to the California Walnuts retail team. Retailers are encouraged to highlight walnuts’ versatility and ease of use this season to generate measurable retail sales.
For more information about promotional opportunities at retail, email retail@walnuts.org.
About the California Walnut Board?
The California Walnut Board (CWB) represents more than 4,600 California walnut growers and nearly 70 handlers, grown in multi-generational farmers’ family orchards. More than 99% of the walnuts grown in the United States are from California. The CWB, established in 1948, 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. For more industry information, health research and recipe ideas, visit www.walnuts.org.
Media Contact:
Miranda Joyce
408-500-8018
miranda.joyce@ketchum.com
