California Walnuts A Not So Simple Solution For Increasing Consumption
Challenge
National print and television campaigns drive record number of consumers to a revitalized website, where consumers find thousands of simple walnut recipes.
Solution
A new integrated TV, Print and Digital campaign for California walnuts began in October 2015. The advertising communicates the multiple ways the versatile California walnut can be incorporated into all kinds of meals and snacks, and invites consumers to visit walnuts.org for recipes.
Results
Shipments went up 39% from prior levels. Since Walnuts.org was redesigned and relaunched, sessions have more than doubled. And Google has awarded the site a perfect score of 100 for page speed ranking. The site has recorded more than 8 million page views since the inception of the campaign. There is ample evidence the campaign is working as planned. Attribute ratings on all key copy points increased significantly from 2013 to 2017, including ratings on health, nutrition, convenience, versatility and value for the money.
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