POS promotion at retail: second activation completed successfully

The California walnut industry invests in key markets around the globe, including Germany and the Netherlands, to educate consumers and all levels of the supply chain about the health benefits of walnuts while providing retail sales activation opportunities, inspiration, and technical resources on how to use walnuts in new and exciting ways.

Following the success of a POS promotion earlier this year, a second retail activation was carried out in selected stores, focusing on shelf visibility, product tastings, consumer education and recipe inspiration.

Two insights emerged consistently throughout the promotion: many consumers were surprised by the mild, non-bitter flavour of California walnuts; and they had no idea they needed to keep them cold to preserve freshness. The tastings provided an ideal opportunity to discuss origin, quality and the many ways walnuts can be enjoyed in everyday eating occasions as well as how to keep walnuts fresh which enhances repeat purchase.

The promotion helped to:

✔ Increase attention for the walnut category at retail

✔ Build consumer understanding of origin, quality and usage opportunities

✔ Highlight new consumption occasions

✔ Encourage purchase decisions directly at the point of sale

Building on the positive response from the first two activations, additional POS promotions are being planned for later this year. These initiatives help increase category visibility, inspire new usage occasions and drive purchase.

Interested in conducting a walnut promotion or activation? We would be pleased to discuss opportunities for collaboration: cwc@californiawalnuts.eu