Weber Shandwick has been appointed agency of record for the California Walnut Commission (CWC) in China.
Following a competitive pitch, Weber Shandwick was selected to provide full-spectrum public relations services, as the grower-funded government agency looks to expand exports in one of the world’s largest food markets.
The scope of Weber Shandwick’s upcoming work on behalf of CWC will include the development of a holistic public relations strategy to engage and educate consumers about the benefits of California walnuts.
Weber Shandwick will leverage its in house digital studio capabilities to produce engaging online and offline media including video, mobile apps and infographics.
Other areas of the mandate include media relations, key opinion leader outreach, and community management.
Michelle McNeil, senior marketing director, international at CWC, said: “I have confidence in Weber Shandwick to execute a programme that strategically meets our needs. Weber Shandwick has a great team which I believe will provide us with the strong programs needed to build our business in China.”
Darren Burns, Weber Shandwick’s managing director in China, said: “We are excited to have the opportunity to plan and execute an integrated campaign for CWC. Through our talented team across China, we look forward to designing creative solutions that will get consumers excited about California Walnuts.”