California Walnuts

For the past 15 years, FCC has developed numerous communications campaigns that highlight the taste, quality, origin, versatility and health benefits of California walnuts, in an effort to build consumer and trade loyalty.

Challenge

Convert consumer opinion re: the widely held misperception that all walnuts are bitter. Convincing trade (manufacturers, distributors, retailers) to not only purchase California walnuts, but to leverage California origin as a brand selling point.

Strategy and Tactics

To raise awareness for California walnut attributes [taste and health] among Canadian consumers by executing a creative and educationally informative campaign that would resonate with the media, health professionals and trade; some of Canada’s most influential players.

In order to educate the food industry and related professionals, FCC created target audience-appropriate programs that addressed each group’s specific needs. Whether it’s building awareness with key retail buyers to ensure in-store care, handling and placement, or creating innovation competitions among food manufacturers to ensure California walnut inclusion in formulations, or delivering new and exciting California walnut recipes to food media, or sharing the latest health studies with health and lifestyle reporters, FCC continued to raise the profile and sales of California walnuts in Canada year-after-year.

Results

  • Since 2001, walnut imports into Canada have increased by 53 per cent to over 20 million pounds in 2012, virtually eliminating walnut imports from any other nation
  • In 2012, PR activities resulted in a total audience reach of more than of 142 million at an editorial value of almost $4 million
  • In 2012, 18 new grocery products featuring California walnuts in their ingredient deck were listed in the national retail market
  • Year-to-date for 2012 has seen in-shell walnut shipments increase 31 per cent to 2.6 million pounds, and shelled walnut shipments have increased from 7 per cent to 7.8 million pounds over 2010 figures

© 2015 Faye Clack Communications. All rights reserved.
All photos and recipes are original creations of Faye Clack Communications.

Food and Beverage Public Relations | Food Communications | Food Publicity
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