Walnut Board Promotions For Increased Consumption
“We're prioritizing these four channels that were established through our strategic planning process,” said Olmstead. “Retail has really dialed up tremendously for us. We'll be doing our first national program in 2020 with an American Heart Month promotion in February. We're actually supporting that with more than $2 million in advertising that we're able to tag retailers and television and radio spots. It's a very exciting.”
American heart month has been part of the California Walnut commission in boards promotion.
“When we started the program in 2018 we tested it out in two markets. It was successful. We thought we'd test it in three markets in 2019 also had tremendous success,” she said.
And it will be a major increase in the budget. “We took $2.1 million from our core advertising program and are directing it at 30 target markets for the month of February,” Olmstead said.
And the Walnut board is bringing back the Golden Walnut Sweepstakes. “This was a fun campaign we did last year, mostly through social media. People could submit a photo of their receipt of walnuts that they purchased in November or December for a chance to win a slate of different prizes,” said Olmstead. “It was very motivating to consumers last year, and we hope it spurs some extra holiday consumption this year.”
Go to walnuts.org for more information.