The California Walnut Board announced the launch of its “Life Isn’t Always Simple” advertising campaign, 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 lifestyle-focused creative strategy than in years past. In developing the creative, the board leaned into the emotional connection and role walnuts can play in people’s everyday lives.
Segmentation research and a series of focus groups revealed 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.
The integrated campaign will reach 97 percent 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 TV spots feature relatable examples of how modern life can often be filled with chaotic moments (ever mistake school picture day for pajama day?) then reminds viewers that California walnuts are an easy solution for incorporating nutritious and delicious recipes into everyday routines.
“In recent years, the California Walnut Board’s advertising was focused on promoting the functionality of walnuts, their versatility and added health benefits as an ingredient,” said Jennifer Williams, marketing director for domestic advertising at California Walnut Board. “California walnuts are not just in the business of food, but in making an emotional connection with our audiences through cooking, eating and enjoying. This new campaign is a shift toward appealing to consumers on a more emotional level — portraying walnuts in a relatable way.”
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.
