Wonderful Pistachios Targets Commuters with New Campaign

Wonderful Pistachios has launched a new integrated marketing campaign, "The Don't Hold Back Snack," to promote pistachios as a healthy snack for busy commuters. The campaign coincides with the anticipated record-breaking California pistachio harvest.

Multi-Channel Approach

The campaign utilizes a multi-channel strategy, including:

  • Video spots across cable, streaming, digital, and social media platforms.
  • Out-of-home (OOH) activations in nine major markets, including New York City and Philadelphia, featuring 3D anamorphic billboards and station dominations in transit hubs.
  • Celebrity-hosted podcast partnerships.
  • In-store point-of-sale (POS) displays.

Targeting On-the-Go Consumers

The campaign focuses on high-traffic commuter locations to reach on-the-go consumers seeking healthy and convenient snacks. This strategy aims to capitalize on the return-to-office trend and the growing demand for better-for-you snacks.

Humorous and Engaging Content

The campaign's messaging uses satire to destigmatize snacking when the choice is pistachios. Humorous video spots directed by Harold Einstein depict scenarios where people are trying to resist unhealthy snacks, highlighting the healthy alternative of pistachios.

Podcast Partnerships and Content-Driven Experiences

To connect with consumers through content-driven experiences, Wonderful Pistachios is partnering with several popular podcasts, including "The Late Show Pod Show With Stephen Colbert," "The Lonely Island and Seth Meyers Podcast," "Conan O'Brien Needs a Friend," and others.

“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,” said Diana Salsa, Vice President of Marketing at Wonderful Pistachios.

Capitalizing on Growing Demand

The campaign comes as global demand for California pistachios continues to rise. The upcoming harvest is projected to be one of the largest on record, potentially reaching 1.6 billion pounds. This increased demand is partly attributed to the popularity of pistachio-based treats on social media platforms like TikTok.

This health-focused messaging aligns with the growing better-for-you snack category, projected to reach $54.4 billion by 2035. This campaign follows Wonderful Pistachios' previous successful marketing efforts on TikTok and with partnerships like the "Guardians of the Galaxy" character Baby Groot.