Over 20% of students in top tier cities in China are obese. Many develop unhealthy eating habits whilst cramming for the exams. To help change snacking behaviours California Walnuts developed a campaign that revolved around the “Gao Kao”, the world’s largest college entrance exam taken by 9 million students in China each year. With videos, recipes and an app California Walnuts generated more than 130 million impressions for its brand.

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