Walnut Lovers | 2012

At LRXD, we embraced a forward-thinking approach and identified a unique opportunity for the California Walnut Board.

Months before the Advertising & PR RFP was due, our team embarked on in-depth research, scouring the web for insights related to walnuts. Intriguingly, we discovered millions of online conversations mentioning walnuts, uncovering a vast, untapped potential. Recognizing the Walnut Board's potential to capitalize on this existing dialogue, we set out to showcase our capabilities by establishing ourselves at the forefront of the "walnut conversation."

California Walnut Board RFP Response | You

To demonstrate our understanding of the walnut conversation and its potential, we developed an innovative pre-RFP campaign. Two months prior to the official deadline, we launched a dedicated website, "Walnut Lovers," aggregating user-generated content about walnuts across various online platforms, including social media, blogs, news, and videos. By actively monitoring and engaging in online conversations about walnuts, we fostered a growing community of thousands of individuals. This initiative also included the creation of a printed "Walnut Lovers Edition Holiday Cookbook," which generated significant interest and email sign-ups. Notably, the LA Times Food blog featured our campaign on their cover, further amplifying its reach and impact. This multifaceted approach not only showcased our capabilities in social listening and community building but also garnered valuable insights into consumer sentiment and preferences, ultimately positioning LRXD as a frontrunner in the RFP process.

California Walnut Board RFP Response | Us

The "Walnut Lovers" campaign garnered widespread attention, reaching the California Walnut Board, industry agencies, and even securing coverage in the LA Times Food blog. This multifaceted initiative not only fostered a thriving online community but also served as a real-world showcase of LRXD's capabilities in social listening, community building, and content creation. The campaign's impact culminated in a unique reveal strategy within the RFP itself. At the conclusion of the "You" section, we invited readers to turn the page and discover the "Us" – the LRXD team behind the innovative "Walnut Lovers" campaign. This strategic unveiling effectively demonstrated our expertise and creativity, leaving a lasting impression on the potential client.

California Walnut Board RFP Response | The Pitch

Our "Walnut Lovers" campaign placed LRXD among the final two agencies vying for the California Walnut Board's business. This achievement was a testament to the campaign's success in capturing the Board's attention and effectively demonstrating LRXD's capabilities. Our compelling and unique approach, showcasing expertise in real-time through the "Walnut Lovers" initiative, played a pivotal role in securing our position as a finalist.

During the final round of consideration, we hosted the Walnut Board at our offices. The presentation culminated with a unique experience, featuring a walnut-inspired buffet alongside real-time projections of the ongoing "walnut conversation" and a prototype grocery aisle showcasing our vision for packaging and branding within a retail setting. This project remains a significant source of pride for me, reflecting the collaborative spirit and creative energy that defines the LRXD team.