Industry initiative includes a promotion with popular personality Katie Lee Biegel
California Walnuts has teamed up with a popular TV personality and influencer to inspire shoppers during the holiday season.
The industry campaign has unveiled a promotional push aimed at reaching younger consumers and showing how California walnuts are an easy addition to elevate the holidays.
The centrepiece is a new partnership with Katie Lee Biegel, an Emmy-nominated TV culinary personality, cookbook author, creator of the YouTube series It’s Not Complicated and host of the podcast All on the Table. The partnership includes social media activations, advertising and custom recipes, among other elements.
Biegel is joining more than 20 cooking and wellness creators working with California Walnuts this season to inspire walnut purchases through holiday-centric recipes.
Each creator will feature California walnuts as the ‘hero’ ingredient, showcasing their taste, texture, versatility, nutrition and ’Feel Good’ power through content that reflects the creator’s authentic voice.
“The holidays are all about sharing good food with the people you love, but that doesn’t mean every recipe has to be complicated,” said Biegel. “I’m partnering with California Walnuts to share approachable holiday recipes that feel special while showing just how versatile walnuts can be in the kitchen.
”Walnuts bring delicious flavour and satisfying crunch to so many dishes, giving home cooks an easy way to make familiar favourites feel a little more festive this season.”
For retailers, the effort is designed to connect inspiration for holiday recipes with purchase decisions, California Walnuts said, adding that extensive creator content will introduce shoppers to an array of new ways to use walnuts throughout the season, encouraging them to think beyond one recipe or occasion.
“Shoppers are more likely to purchase walnuts when they have a clear idea of how to use them,” said Robert Verloop, executive director and CEO of the California Walnut Board and Commission. “When trusted influencers show how California walnuts can bring flavour, texture and versatility to holiday meals, they give shoppers practical ideas to put on their shopping lists.
”For retailers, that creates an opportunity to capture demand with well-placed displays and promotions that make walnuts easy to find and add to the basket.”
California Walnuts is backing the campaign with a new connected TV spot in October. Supporting activities include retail-tagged advertising, shopper marketing, media articles, digital advertising and sampling at wellness-inspired events.
