Los Angeles-based Wonderful Pistachios has launched its new marketing campaign, “The Don’t Hold Back Snack.”
Designed to drive demand in anticipation of a record-setting California pistachio harvest this fall, the campaign features the message: “Wonderful Pistachios is the craveable snack that’s too good to be ‘good’ for you.”
Through five new advertising spots directed by Harold Einstein and a bold, nine-market out-of-home blitz, The Don’t Hold Back Snack is a fully-integrated, 360-degree campaign that reminds consumers why this nut continues to dominate snack aisles, produce sections and viral recipes on social media.
“People have been conditioned to think snacking is inherently bad – to feel guilty when snacking. The real issue is the abundance of convenient junk food on the market, not the act of snacking itself. That’s what ‘The Don’t Hold Back Snack’ is all about,” said Michael Perdigao, president of The Wonderful Agency.
“Snacking doesn’t have to be the enemy, and Wonderful Pistachios is that not-so-guilty pleasure that tastes great while being great for you.”
The campaign will be supported through/on:
- Celebrity-hosted podcasts to engage listeners through popular voices to highlight the snack’s benefits;
- Transit “station dominations” with branded turnstiles, staircases and boarding platforms at high-traffic commuter stops;
- 3D anamorphic billboards in New York City and Philadelphia, creating the illusion that the ads extend into the real world;
- More than 60 large billboards across all nine markets;
- Transit wraps on trolleys in Miami and buses in Philadelphia and Washington, D.C.; and
- POS displays in grocery retailers.
Global demand for California pistachios is not holding back either, having more than doubled over the past 10 years with pistachio acreage growing by 6 to 10 percent annually. The upcoming fall harvest in California is expected to set a record, with yields potentially reaching 1.6 billion pounds.
Pistachio trees follow an alternate-bearing cycle, producing strong yields one year and lighter yields the next. Even in off-years, Wonderful Pistachios is well prepared, having invested more than $1 billion in its operations and capacity to ensure a year-round supply for the industry.
“People are just starting to see the tip of the iceberg when it comes to the versatility of pistachios, and they’re not holding back – they’re documenting and sharing it like never before,” said Diana Salsa, VP of marketing at Wonderful Pistachios. “From pistachio lattes to Dubai chocolate and even perfumes, pistachios add a pop of bright green that other snack nuts can’t match.”
[RELATED: Wonderful Pistachios Introduce No Shells Dill Pickle Flavor]