california walnut

Working Together: Flexible Marketing Capitalizes on Pandemic Baking

Brian German Working Together with CA Walnuts


When COVID-19 restrictions kept everyone at home and closed restaurants, a lot of consumers rediscovered baking. The California Walnut Board and Commission, like many other organizations, saw the need to shift their marketing strategy as the everyday life of the consumer had drastically changed. 


Jennifer Williams, Marketing Director, Domestic Advertising at California Walnut Board (CWB), said being flexible allowed them to focus their efforts on recipes and baking. She said mailers and recipe campaigns drove some impressive numbers with retailers. CWB’s blog and shoppable-recipes aided those efforts even more, and Williams said the data shows double-digit growth in several categories.

Listen to Williams’ full interview.

Working Together: Forecast Increase Not Unexpected
About the Author

Taylor Hillman