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Walnut Acres, America’s original organic food company, launches its first ad campaign
Nov 18, 2001

Acirca, Inc. today announced it has launched
the first advertising campaign in the history of its flagship
brand Walnut Acres, America’s original organic company since 1946.
The advertising targets women aged 25-49 with the theme "Live
Pure," and focuses on the relevance of the venerable organic
food brand in one’s lifestyle. The advertising launch supports
a national product rollout and builds on an innovative consumer
sampling effort in key markets.

The campaign is designed to help Walnut Acres achieve a leadership
position in North America’s $8 billion organic food and beverage
industry, which has been growing on average 24 percent per year
over the past decade. "The advertising campaign spans multiple
product categories and will expand awareness of Walnut Acres,
initially in the certified organic soup, salsa and juice
categories," said Mark Koide, vice president of marketing
of Acirca, Inc., parent company of Walnut Acres. "This launch
is the beginning of a long-term media commitment that will accelerate
the growth of Walnut Acres and we hope will also benefit the organic
food industry."

Created by Berlin Cameron & Partners of New York City, the campaign
kicked off with print ads in the October issues of Gourmet,
Food & Wine, Cooking Light, Health and
Organic Style. Thirty-second television spots started airing
October 10 in New York, NY, Seattle, WA and Portland, OR. Thirty-second
radio spots are scheduled to begin in key markets in November.
Print and television advertising will continue into December in
the lead markets and be rolled out into additional markets in
2002.

The print advertising focuses on Walnut Acres’ new partnership
with Share Our Strength to fight hunger. The advertising features
a close-up of the Walnut Acres soup label affixed to the product’s
signature reusable glass carafe and reinforces the message that
will begin to appear on all Walnut Acres products:

"Walnut Acres donates a portion of its proceeds to Share
Our Strength, one of the nation’s leading anti-hunger, anti-poverty
organizations. Join us by visiting www.strength.org
or call (800) 969-4767."


The first TV ad shows a father and son slurping Walnut Acres certified
organic
Ginger Carrot soup as a female voiceover lists the
product’s organic ingredients, then moving on to life’s emotional
ingredients such "the belief that you should be able to change
the world and still make it home by six."

Walnut Acres Certified Organic
Foods & Beverages


Walnut Acres certified organic soups were introduced in
February 2001. Packaged in 15 oz. reusable glass carafes, the
soups are available in eight distinctive flavors with two additional
soup varieties to be introduced in December. The products are
available in conventional supermarkets and natural supermarkets
nationwide for a suggested retail price of $3.29. Two additional
soup flavors, Cuban Black Bean and Mediterranean Lentil, will
be introduced in December. In April, three varieties of certified
organic
salsas were introduced: Midnight Sun, Sweet Southwestern
Peach and Fiesta Cilantro. Each comes in the same reusable 15
oz. glass jar and is available in conventional supermarkets and
natural supermarkets nationwide for a suggested retail price of
$3.69.

All Walnut Acres products meet the strict USDA standards to be
labeled certified organic. Walnut Acres products never
contain synthetic preservatives, artificial sweeteners, sulfites,
extenders, stabilizers, MSG, artificial flavors or colorings.

Established in 1946, Walnut Acres is America’s original organic
food brand and is owned by New Rochelle, N.Y.-based Acirca, Inc.,
makers of fine certified organic foods and beverages. The
Acirca name, derived from "A Circle of Life," underscores
the company’s commitment to develop organic foods that contribute
to better health and are good for the earth.



Media Contacts:
Beth Corwin, PT&Co. (212) 229-0500
bcorwin@ptanaka.com
or
Michael Neuwirth, Acirca (914) 380-8020
mneuwirth@acirca.com





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Did Walnut Acres used to make other products?
Yes. However, to focus on producing only certified organic foods and beverages and to make them more widely available, the...
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