The California Walnut Board had a problem. One that packaged good brands have to deal with all the time. Your competitors are bigger and spend more. But, rather than an independent label going up against P&G, it was the Walnut Board going up against other giant-spending-tree-nuts like pistachios and almonds.
The solution? Like better known almonds, walnuts are a super-food. But unlike almonds, walnuts have an advantage that is unique to them. If you cut one open it resembles a heart, brain and lungs. ERC simply celebrated what was already there.