Wonderful Pistachios Launches a Bold Integrated Campaign Targeting Commuters
Dive Brief
Wonderful Pistachios, the beloved nut brand owned by The Wonderful Corporation, has kicked off a dynamic new campaign entitled “The Don’t Hold Back Snack.” This initiative aims to drive product demand amidst what is projected to be one of the largest California pistachio harvests on record. With an integrated approach that spans various media platforms, the campaign is designed to captivate audiences and push sales to new heights. Read more about the harvest here.
Campaign Overview
At the heart of this ambitious campaign is a comprehensive media strategy that includes:
- Engaging video spots across cable, streaming services, digital platforms, and social media.
- Out-of-home (OOH) activations in nine bustling markets.
- Celebrity-hosted podcasts that tap into niche audiences.
- Attention-grabbing point-of-sale (POS) displays in retail spaces.
One of the most exciting elements of this initiative is the use of 3D anamorphic billboards for the first time, delighting passersby in high-traffic areas like New York City and Philadelphia.
Targeting the On-the-Go Consumer
The campaign is strategically designed to meet today’s bustling consumers where they are. With a keen focus on high-traffic commuter locations, the OOH activations set to launch on June 2 will cater to the increasing number of people returning to work and seeking quick, healthy snacking options.
The nine target markets include:
- Baltimore
- Boston
- Charlotte
- Dallas-Fort Worth
- Miami-Fort Lauderdale
- Minneapolis-St. Paul
- New York City
- Philadelphia
- Washington, D.C.
Incorporating station dominations at transit hubs such as Metro Center in Washington, D.C., and Columbus Circle in NYC, the campaign will feature branded turnstiles, boarding platforms, and staircases. In total, over 60 traditional billboards will blanket these markets, ensuring a significant footprint.
Memorable Messaging and Creative Content
The messaging behind “The Don’t Hold Back Snack” is refreshingly playful, aimed at destigmatizing snacking through clever satire. Directed by Harold Einstein, five comedic spots tackle the everyday dilemmas of busy consumers. For instance, in the hilarious clip titled “Bear Hug,” a man is thwarted from snacking by a bear, only to discover the health benefits of pistachios. Another notable spot, “Cement Hands,” features an office worker encased in cement to resist snacking temptations.
Engaging Audiences through Podcast Partnerships
In a pivotal move to create content-driven experiences, Wonderful Pistachios has partnered with popular podcasts. These include:
- The Late Show Pod Show with Stephen Colbert
- The Lonely Island and Seth Meyers Podcast
- Conan O’Brien Needs a Friend
- Dear Chelsea
- The Bald and Beautiful
- Pardon the Interruption
- 4th & 1 Podcast with Cam Newton
Diana Salsa, the vice president of marketing at Wonderful Pistachios, shared that, "The on-demand nature of this campaign allows us to reach audiences on their own terms – whether during commutes, workouts, or leisure time – maximizing exposure and impact."
The Growing Demand for Healthy Snacks
As global demand for California pistachios has surged—doubling in the past decade—this campaign comes at the perfect time. The upcoming fall harvest could yield an astonishing 1.6 billion pounds of pistachios, promising potentially vast stock. The exponential rise in popularity can be partly attributed to social media trends, particularly the fascination with pistachio-based treats like the Dubai chocolate bar.
Furthermore, the consumer interest in healthy snacking options is growing rapidly, with the market projected to reach $54.4 billion by 2035. Explore the report here.
In 2023, Wonderful Pistachios also revamped its strategy using TikTok to reignite the success of its “Get Crackin’” campaign, leveraging pop culture by featuring characters like Baby Groot to promote plant-based protein.
With a bold blend of creativity and consumer insights, Wonderful Pistachios is not just aiming to sell snacks; they’re crafting an engaging narrative that resonates with the modern lifestyle. So, as you navigate your daily grind, remember—don’t hold back; grab a handful of pistachios!
