Strategically Expanding Foodservice Menu Presence
Via an Immersive Brand Building Experience.
Foodservice pros go to camp to explore the use of walnuts in creative menu applications.
Marketing to the foodservice trade is a vital aspect of every food brand’s overall marketing strategy. We are experts at approaching, engaging and inspiring foodservice professionals to incorporate brands into their menus and LTOs. But what could have been simply a fun, food focused holiday becomes so much more when infused with the true essence of the brand itself.
Camp Walnut was a unique combination of innovative Foodservice PR and Relationship Marketing.
The great outdoors inspire great menu ideas.
“Camp Walnut” was an unforgettable 3-day Chef Summit and Culinary Camping Experience held in an inspiring grove of redwood trees at the kitschy, but luxurious, AutoCamp Russian River in Sonoma, CA. Completely rebranded as “Camp Walnut”, thirteen VIP chefs and two foodservice media members were specially invited to glamp in the great outdoors and experience the versatility of California Walnuts while developing exciting new recipes and products.
Meeting real world influencers inspired campers with real world understanding.
Campers, who hailed from organizations including Sizzler, Whole Foods, Nordstrom and the University of Southern California, participated in a walnut harvest at Cilker Orchards. Interacting with people to whom walnuts are both their livelihood and their passion, they received a crash course on walnuts topics ranging from health benefits to plant-based eating trends to the unique place California Walnuts holds in the culinary universe. A professional photographer was on hand to document the event for daily #CampWalnut coverage on Instagram Stories, Facebook, and Twitter, utilizing each platform’s interactive features. Chefs and media also gave the event shout outs and rave reviews on their own social media sites.
A Bigger Picture Program Delivers Immediate and Lasting Results.
California Walnuts are more than just a classic ingredient. They are part of a broader, more contemporary way of living based on simple, natural goodness. Camp Walnut creatively embodied that lifestyle and memorably demonstrated to participants how walnuts could make a valuable and long lasting contribution to their menu and business by delivering a lifestyle-based message to their customers.
Creating Foodservice News, Goodwill and Direct Results
- Sizzler launch of California Walnut Brussels Sprout Salad LTO
- 7,777 IG Story Impressions
- Velvet Taco launch of California Walnut
- 91% positive sentiment across social media
- School Nutrition Plus launches Walnut Chorizo Breakfast Burrito
- Over 1.3 mm social impressions
And California Walnuts can look forward to more continued, long term results as a result of the consistent branding, timely messaging and community building created during this immersive event.
”Camp Walnut exceeded my expectations! Such a fun time! Already incorporating more walnuts into our menus for the employees!Tracy OnCorporate Chef, Patagonia
”Camp Walnut was a blast and truly unique! I’ve already worked a few Walnuts into my menu at The Lucky Well- Dry-aged Strip Steak is topped with a smoked walnut blue cheese butter.Chad RosenthalOwner of The Lucky Well (and TV personality from The Food Network Star and Chopped)
”I had such an absolutely amazing experience, you and your team are awesome! By far the best product immersion trip I have been a part of yet. Look for the California walnut chorizo "WTF" (Weekly Taco Feature) coming to a Velvet Taco near you!Chef Grant MorganCulinary Director for Velvet Taco
”What an amazing time to meet great people and phenomenal chefs!!Marc WilsonExecutive Chef, City Club LA