Weber Shandwick has been appointed agency of record for the California Walnut Commission (CWC) in China, effective immediately.
Weber Shandwick was selected to provide full-spectrum public relations services following a competitive pitch, as the grower-funded government agency looks to expand exports in one of the world’s largest food markets.
The scope of work 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 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.
“I have confidence in Weber Shandwick to execute a programme that strategically meets our needs.” said Michelle McNeil, senior marketing director, International at CWC. “Weber Shandwick has a great team which I believe will provide us with the strong programmes needed to build our business in China.”