The California Walnut Commission (CWC) has awarded Richmond Towers Communications a PR contract worth around US$700,000 (£536,000) to promote California Walnuts to UK consumers.
Running from October 2016, Richmond Towers says the campaign is one of the biggest generic food initiatives in UK PR. The account was advertised for tender in April.
Activity is expected to focus on reintroducing walnuts to UK consumers, with a particular emphasis 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.
Michelle McNeil Connelly, CWC’s senior international marketing director, added: “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. “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,” Metcalfe added.