The California Walnut Commission (CWC) has awarded Richmond & Towers the contract to promote California Walnuts to UK consumers. With an annual budget of c.US$700,000 the campaign is one of the biggest generic food initiatives in UK PR and was advertised for tender in April.

Running from October 2016, activity is expected to major on reintroducing walnuts to UK consumers, with a particular focus on health benefits. “Walnuts have fallen off the UK consumer radar,” said Richmond Towers chief executive Rob Metcalfe, “so we need to remind people how good they taste as well as sharing the increasingly positive news on health benefits.

“There is a very strong quality argument to choose California Walnuts too, so we will be flying the flag for walnuts from the Golden State.”

Commenting on the appointment, CWC senior international marketing director, Michelle McNeil Connelly said: “Richmond & Towers delivered a great proposal showing a good understanding of the UK market, food and health trends and the great potential for California Walnuts through PR and social media. We are delighted to be working with such an experienced team and believe that there is great potential to develop the UK market.”

Richmond & Towers has a long history of generic food promotion, working for the South African Avocado Growers’ Association for 17 years from 1996 with spectacular success. “If we can do for California Walnuts what we did for avocados, and there is every reason to think that we can, UK consumers are in for a tasty and healthy treat,” added Metcalfe.

The CWC is active in nine other international markets across Europe, Asia and the Middle East.