POS promotion: mindful enjoyment of walnuts
Around Valentine’s Day, the California Walnut Commission implemented a targeted retail promotion focused on mindful enjoyment and self care. Under the motto “Self care starts at the snack aisle,” the activation took place during calendar weeks 4 to 8 in selected retail locations across several major cities.
The objective of the activation was to highlight the California origin of walnuts and their sensory qualities.
What consumers experienced in store:
- Tastings: mild, aromatic California walnuts as a healthy snack option
- Origin & quality: concise information on cultivation, standards, and flavor
- Recipes: quick ideas for everyday use and mindful snacking
- Shelf wobblers: improved orientation and visibility
- Sweepstakes: upload a photo with clearly visible origin for a chance to win
As a result, the promotion helped raise awareness of the California origin of walnuts. During the tastings, it became clear that many consumers perceived the mild, non bitter taste of California walnuts as surprising and associated this sensory quality with origin and quality.
Overall, the promotion supported knowledge building, strengthened trust, and encouraged purchase decisions – right where they are made: at the shelf.
