U.S.: California Walnut Board to launch national TV ad campaign
The California Walnut Board (CWB) is due to launch the campaign in mid-November and expects it to drive demand in the domestic market.
Designed to showcase not only walnuts' versatility as a recipe ingredient, the two ads will also emphasize how simple it is to cook with the tree nut and will remind consumers of walnuts' distinctive heart-healthiness.
The American Heart Association's influential Heart-Check mark will appear in the ads, alongside an array of walnut-embellished salads, entrees and vegetables.
"Dazzling images of food will appeal to, and inspire consumers, who will also benefit from seeing real people like themselves enjoying these delicious dishes in their homes," CWB said.
"An extension of the CWB's very successful consumer print campaign, the television ad concepts were refined through both focus group and copy testing, and are now scheduled to be shot in October for a mid-November launch."
The group added print ads would run in publications including Better Homes and Gardens, Sunset, Real Simple, Family Circle, and Food Network Magazine, while television would be a combination of national cable with spot television overlaid in key markets.
The CWB said its combined TV, print and digital advertising planned for the 2015-16 fiscal year would deliver 4.5 billion impressions to adults 18 years and older, with 95% of adults 25-54 seeing California Walnuts advertising an average of 26 times.