Jun 18, 2021California Walnut Board to launch its first-ever Snacking Retail Campaign
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.
Since many consumers prefer to stuff their dates with walnuts for an energy boosting snack, the partnership between both brands makes perfect sense. Bard Valley Date Growers are excited to support this program with their Snacking in the Sun consumer promotion that will give one lucky winner a Vespa Sprint 50 and NOMATIC backpack. Additionally, ten winners will receive secondary and tertiary prize packs including snacking-themed adventure packs with a backpack cooler, waterproof speaker, GoPro, picnic basket and assortment of Natural Delights and California Walnuts product.
“We are happy to partner with California Walnuts since both of our products are positioned as healthy snacking options for consumers,” said David Baxter, director of marketing for Bard Valley Date Growers. “Our goal is to get as many people engaged with the promotion as possible.”
For additional retail resources like shopper insights, promotional and merchandising information, please visit here.
About the Survey: The study surveyed 1,005 nationally representative Americans age 18+ in the U.S., and was conducted online during the period of May 7-14, 2021 and the study has a margin of error of+/- 3.1%.
Methodology: Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results.
In this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1%, from the result that would be obtained if interviews had been conducted with all personas in the universe represented by the sample. The margin of error for any subgroups will be slightly higher.
Kelton Global, a Material Company, is a strategic consulting agency specializing in quantitative and qualitative market research and serves as a partner to more than 100 of the Fortune 500 and thousands of smaller companies and organizations. For more information about Kelton Global please call 1.888.8.KELTON or visit www.keltonglobal.com.
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.
Natural Delights Medjool Dates, the leading Medjool date brand in the country, is a naturally sweet, whole fresh fruit grown in Bard Valley at the intersection of Arizona, California and Mexico where its very specific set of growing conditions are met. Water conservation, sustainable energy and connection with their community are the pillars of their organization.
The Bard Valley Date Growers lead the industry in farming and best harvest practices. Every farm is subject to the same stringent certification process to ensure that every Natural Delights Medjool Date is grown to exacting standards. For more information on Bard Valley Natural Delights, please visit here.