SHANGHAI - People don’t usually think about nuts all that much, let alone what sets them apart. So when Grey's client the California Walnut Commission (CWC) wanted to distinguish walnuts from nutty competitors such as almonds and peanuts, the agency found a defining characteristic of walnuts and added a K-pop crunch to it.
SHANGHAI - The interior of a walnut resembles a brain, and this campaign mirrors just that—how eating walnuts will make you brainy. But we still can't get our head around how the campaign approach shifts the category norm.
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