A new trade media campaign launched in September with new creative for both online and print. The initial campaign is centred around the idea of ‘Be Inspired’ using a unique light bulb walnut graphic.
The campaign concept is designed to encourage the trade to view California Walnuts in a different light and introduces the idea of California Walnuts being used in a variety of ways.
Four adverts were launched during 2019, which offer the following key messages:
Inspire your products (‘Be Inspired’)
Provenance of California origin (‘California Grown’)
Quality of California Walnuts (‘First Class’)
California Walnuts’ Consistency (‘Incredibly Consistent’)
The advertising supports the core California Walnut messages to communicate to the UK trade, focusing on: origin, health, quality, taste and versatility.
The campaign ran from September to November and targeted professionals in the following parts of the industry: Food technology and manufacturing, foodservice, bakery, confectionery, public sector catering, grocery as well as multiple and independent retail.
The campaign trade audience, between September and November, was estimated at 287,024.
Selected editorials and advertorials accompanied the adverts in titles produced by key trade media publishers, such as: H2O, Market Intelligence (Fresh Produce Journal), Grand Flame, William Reed and Dewberry Redpoint.
For more details on how the California Walnut Commission can support the UK trade, click here.