Domestic Marketing

DOMESTIC MARKETING UPDATE GOLDEN WALNUT SWEEPSTAKES RETURN

Due to the tremendous success of last year’s Golden Walnut Sweepstakes, the program will return for the 2019 holiday season, kicking off November 11 and running through December 20. Consumers are encouraged to submit a store receipt through the contest page on walnuts.org for a chance to win the virtual “Golden Walnut.” Entries qualify for a chance to win a portion of $15,000 in available prizes – a grand prize of $5,000 or one of one hundred $100 gift cards. The program was launched last year to kick start the new crop year by boosting holiday sales of California walnuts. Last year’s campaign resulted in more than 28,000 entries and a 60% increase in total walnut category dollar sales when compared to the pre-campaign period. Digital advertising for the sweepstakes drove significant traffic to walnuts.org throughout the national campaign.

NEW U.S. ADVERTISING CAMPAIGN

The California Walnut Board launched of the “Life Isn’t Always Simple” advertising campaign this month. It was created to show consumers how walnuts can be an easy way to add nutrition, crunch and variety to any meal and snack. The new campaign, which focuses on the importance of small daily “wins,” like getting an easy and delicious meal on the table, marks a conscious shift to a more lifestylefocused creative strategy than in years past. In developing the creative, the Board emphasized the emotional connection and role walnuts can play in people’s everyday lives.

California walnuts’ previous advertising focused on their functional benefits – versatility as an ingredient, simplicity of use, and heart-healthy benefits. The new campaign builds on these strengths, but is also designed to shift how people think and feel about walnuts. The campaign will appeal to our audience on a more emotional level, and portray walnuts in a fresh, relatable, and engaging light.