Segmentation research and a series of focus groups uncovered that women aged 25-54, primarily Millennials and Gen Xers, are optimistically embracing the challenges that accompany their full, active and busy lifestyles. Despite describing their days as ‘controlled chaos’, they are enthusiastic about life, laugh off small setbacks, and enjoy small daily victories. Lack of time is their greatest challenge and many are looking for simple solutions to make their days more manageable. That’s where walnuts come in, helping to create and savor the simple satisfactions of life. The new campaign engages the consumer with amusing vignettes of the many ways modern life isn’t so simple, then reminds them that using California walnuts really is simple – and provide nutritious and delicious recipes and snacks in a wide variety of applications.
The integrated campaign will reach 97% of adults over 18 an average of 32 times, garnering 3.7 million impressions across the U.S. The year-long campaign kicks off with national print ads, six TV spots, as well as digital ads. The media plan to support this new campaign leverages various platforms including print magazines, national TV, editorial integrations, digital and social activations, blog posts, and influencer programs. The entire plan is designed to encourage walnut consumption beyond the traditional holiday season. This effort will be supported by an unprecedented investment at retail, to remind consumers to add California walnuts to their shopping cart.
CALIFORNIA WALNUT CONFERENCE SAVE THE DATE - JANUARY 10, 2020 YUBA COUNTY FAIRGROUNDS
THE ANNUAL WALNUT DAY HAS BEEN NEWLY UPDATED AND EXTENDED FOR 2020. IT’S ONE CONFERENCE YOU WON’T WANT TO MISS! A full day of educational topics, trade show, and a free lunch! • Industry Updates
• Latest Health Research
• International Marketing Panel
• Disease Resistant Rootstocks
• Domestic Marketing
• Walnut Tree Nutrition
• Smart Technology in Ag
• Regulatory Updates
• Weed & Disease Management
• Sustainable Ground Management Act (SGMA)
For registration, please visit https://www.wcngg.com/register/
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