In preparation for the holiday season and to help consumers elevate holiday gatherings with seasoned walnuts, California Walnuts is launching a new integrated campaign. The walnut commission and board aims to inspire consumers to embrace “Tis the Seasoning” by experimenting with walnuts in sweet, savory or spicy combinations for endless flavor possibilities for charcuterie boards, appetizers, treats and more.

The omnichannel campaign targets millennials and older Generation Z audiences with digital content including connected TV and streaming, digital advertising, social media, influencers, search, recipe and e-commerce sites, including Instacart and in-store promotions.  Throughout these activations, California walnuts will be featured in simple-to-make seasoned walnut recipes that bring a contemporary twist to holiday spreads.

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 online.

“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,” says Robert Verloop, chief executive officer and executive director for the California Walnut Commission (CWC) and Board (CWB). “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.”

According to Circana, nearly 34 percent of annual walnut volume (lbs.) 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.