Building on their mission to promote the benefits and many ways walnuts can play a role in the overall health of consumers in the U.S. and around the world, the California Walnut Commission (CWC) published results from their recent multimedia campaign in India. The campaign focused on educating consumers on how walnuts add valuable plant-based omega-3, protein and fiber to their diet. Here are the highlights:
- The wide-reaching awareness campaign was live from November 2020 through February 2021 and was supported by print ads placed in leading consumer and trade publications, digital ads, as well as point-of-sale displays in major retailers across India.
- The CWC engaged top influencers, including celebrity chefs, nutritionists and fitness experts, to provide inspiration and recipe ideas through their social channels.
- The CWC utilized advertising on broadcast television from mid-December through mid-January, reaching 1.2 billion consumers weekly.
This campaign highlights the value of the CWC and showcases its efforts to expand California walnuts use and consumption in India. “Despite high tariffs in this market, there is still an opportunity to build consumer demand for California Walnuts,” said Pamela Graviet, Senior Marketing Director, International, for the California Walnut Commission. “California Walnuts are a versatile ingredient, known for their high-quality, consistency and mild flavor, and the CWC is focused on building trade capacity to bring awareness to these attributes.”