A new video ad features California nutcracker Wally and spotlights seasoned walnuts as a festive food standout. The video supports a new recipe collection that features on-trend flavor profiles as well as easy recipe “hacks” and simple apps to help consumers entertain with ease during the season. Holiday recipes and tips can be found at walnuts.org/tistheseasoning.
“With consumers stocking up on walnuts for holiday recipes, entertaining and gift giving, there’s great value for grocers in cross-promoting walnuts both in baking and the produce aisle,” said Robert Verloop, CEO and executive director for the California Walnut Commission and Board. “Bundled offers and recipe suggestions alongside holiday ingredients, such as cinnamon, and fresh produce pairings for holiday charcuterie boards, like cranberries and apples, can help sell both items, giving retailers a higher basket ring. It’s the perfect opportunity to inspire new uses that can lead to incremental sales year-round.”
Traditionally, the fourth quarter drives the largest share of annual total walnut category value and dollar sales. According to Circana, nearly 34 percent of annual walnut volume sales occurred during the fourth quarter of 2023, thanks in part to the holiday season, which brings a spike in cooking and baking with walnuts. California Walnuts is working with retailers nationwide on custom promotion programs for the holiday period with increased walnut displays, holiday-inspired shippers and digital ads to bring inspiration and recipe ideas for walnuts usage during the season.
Seasonal shopper marketing support, coupled with consistent promotion of walnuts throughout the year, can help drive incremental sales and deliver value back to retailers more consistently. Retailers interested in California walnut promotion opportunities can connect at https://walnuts.org/retail.
