California Walnuts Rebranded for the Next Generation of Snackers
California’s walnut industry is undergoing a bold transformation aimed at reconnecting with younger consumers. The California Walnut Board and Commission, based in Folsom, has unveiled its newest national campaign: California Walnuts Feel Good. The initiative is part of a major rebranding effort to reposition walnuts as a convenient, healthy everyday snack—not just a baking ingredient.
Targeting Health-Conscious Lifestyles
Backed by extensive consumer research, the campaign targets millennials and Gen Z, with a message that aligns with their active and wellness-focused lifestyles. According to research cited in the campaign, 77% of Gen Z and 50% of millennials follow influencers when making purchase decisions. This insight is driving a heavily digital marketing strategy, leveraging more than 20 cooking, wellness, lifestyle, and event influencers who collectively reach millions of followers.
The campaign’s digital footprint extends across social platforms, streaming services, and online video—meeting young consumers where they already spend their time.
From Digital to In-Store Activation
But the Feel Good message isn’t limited to the online world. The campaign brings walnuts directly to consumers with sampling events at wellness venues nationwide, giving shoppers the chance to experience their versatility firsthand.
Retailers are also receiving marketing support through refreshed summer merchandising, which includes:
- Enhanced in-store inventory
- Targeted shopper marketing
- 30-second connected TV spots with retail tags to drive purchasing decisions
Sustaining California’s Walnut Industry
Ultimately, the campaign aims to build long-term demand and support California’s multi-generational walnut farms by presenting walnuts as a modern, nutritious staple that fits into daily health routines. The industry is banking on this fresh, multichannel strategy to keep walnuts top of mind for the next generation.
For recipes, wellness tips, and campaign details, visit walnuts.org.
Josh McGill reporting for AgNet West