California Walnut Board launches ‘Be Merry. Feel Good.’ holiday campaign
California Walnut Board launches its ‘Be Merry. Feel Good.’ holiday campaign to boost sales and engagement. See how growers can benefit.
The California Walnut Board and Commission is rolling out its “Be Merry. Feel Good.” holiday campaign in the U.S. to promote walnut purchases during the peak holiday season. The effort aims to highlight walnuts as a versatile ingredient for seasonal recipes and entertaining.
The campaign expands on the board’s year-round “California Walnuts. Feel Good.” initiative, which seeks to modernize the image of California walnuts and engage younger consumers, including millennials and Gen Z, while maintaining interest among existing fans.
“The holidays are a critical time for the nut category, and this program helps ensure walnuts remain visible and top of mind when consumers are making purchase decisions,” said Christine Lott, director of integrated communications for the California Walnut Board and Commission. “During the holidays, gatherings of friends and family over a meal are one of the ways people celebrate and find joy. California walnuts are a great fit for the occasion, providing a feel-good ingredient that can elevate your holiday dishes. Our ‘Be Merry’ campaign brings this to life, supported with retail promotions and in-store activity, while continuing to spark excitement around walnuts for the long haul.”
The California Walnut Board and Commission has launched a “Be Merry. Feel Good.” holiday campaign. Photo courtesy of CWB and CWC.
The campaign includes seasonal retail displays, tagged advertisements and in-store promotions. It also incorporates partnerships with social media influencers focused on cooking, wellness, lifestyle and entertaining. Paid advertising extends across connected TV, YouTube, podcasts, social channels and consumer publications.
In addition, the board is hosting experiential events that give consumers the opportunity to taste walnuts and learn about their flavor and nutritional benefits, reinforcing the message that walnuts are a healthy and festive ingredient for the holidays.
The “Be Merry. Feel Good.” initiative is part of the board’s broader strategy to increase walnut relevance year-round and strengthen the category amid growing competition from other snack and ingredient options.