California walnuts are shedding their traditional image and emerging as a must-have ingredient for health-conscious young consumers. The California Walnut Board & Commission has launched its bold new “Feel Good” campaign – an integrated marketing effort designed to drive consumer demand and reposition walnuts as a vibrant, versatile offering within the fresh produce space.
Grounded in extensive consumer research, the campaign introduces a modern, energetic look and feel designed to connect with Millennials and Gen Z audiences, demographics that increasingly shape food trends and purchasing behaviors. At its core, “California Walnuts. Feel Good.” reintroduces walnuts as a fresh, versatile produce item that supports feel-good eating moments across consumers’ lifestyles.
“This isn’t just a new marketing campaign – it’s a complete repositioning of California walnuts for new generations of consumers who prioritize nutrition and versatility in their food choices,” said Christine Lott, director of integrated communications for the California Walnut Board & Commission. “By reaching younger consumers, we’re building future generations of walnut consumers and supporting California farmers for decades to come.”
The cornerstone of the campaign is relationships with social media influencers. With 77% of Gen Z and 50% of Millennials following social media personalities who strongly shape their purchasing decisions, according to KS&R Entercom Landscape Tracker, this strategy is intended to reach consumers where they spend their time: social media. As part of the campaign, the California Walnut Board & Commission is partnering with more than 20 cooking, wellness, lifestyle and hosting influencers who collectively reach millions of potential consumers.
The California Walnut Board & Commission will also showcase trend-driven, authentic content designed to resonate with younger consumers. Paid media efforts will extend the campaign’s reach across social platforms, streaming services and online video – channels where these shoppers spend their time.
Beyond digital, the campaign includes experiential marketing with sampling at wellness events nationwide, allowing potential consumers to taste and experience the convenience and versatility of California walnuts in environments that reflect their values and lifestyles.
Discover recipes, industry insights and the latest on California walnuts at walnuts.org.
EDITOR’S TAKE:
It is always refreshing to see a commodity like walnuts take on an exciting new, bold campaign to reposition their product. In the past, walnuts have not always been perceived as a health or nutrition type food. This new emphasis should prove effective in broadening the appeal of walnuts. Whether it will work internationally is yet to be determined, but the new effort should definitely appeal to younger consumers in the U.S.
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