All good things come in threes – this motto held true once again for the global “Power of 3” campaign – which focused on walnuts differentiator, omega-3. Walnuts are the only tree nut that are a significant source of omega-3. The integrated campaign used PR, advertising, and promotional activities to bring California walnuts to the consumers’ attention and thus consistently generated increased demand and sales.
In nine countries around the world, regional recipe ideas were created using California walnuts, which were rolled out globally as part of the campaign. In Germany, targeted digital advertising ensured increased awareness. On a special landing page, consumers could vote for their top three of the nine international “Power of 3” recipe videos in a contest to win a Kitchen Aid appliance.
Sponsored placements in shopping list apps generated strong impulses and an effective increase in purchase intention. At the point of sale, purchasing motivation was then converted into concrete buying decisions through targeted tasting activities. Effective purchase impulses were additionally initiated by an add-on promotion with free storage boxes when purchasing three bags of California walnuts.
On social media, wide-reaching food and fitness influencer Anna-Sophie Gottwald featured exclusive recipe videos, several reels, feed posts, and stories all about California walnuts, as well as details about omega-3. The campaign was extremely well received by the community. The recipe reels on CWC's own channels alone have been viewed well over 300,000 times, actively inspiring the followers to try more recipes using California walnuts. Want to see the recipes and info posts? Then head over to our dedicated channel!