Wonderful Pistachios invites America to "Get Crackin'"

A nutty new national advertising campaign, launching today, is challenging Americans to pick up their pistachios and "Get Crackin.'" The $15 million Wonderful Pistachios campaign is the first campaign for the category and features eight celebrity figures demonstrating how they crack open a pistachio, each in their own unique, light-hearted way, through a series of commercials airing on national prime-time programming.

Featured celebrities include Olympic swimmer and record-setting medalist Dara Torres; Brady Bunch alum Christopher Knight and America's Next Top Model wife Adrianne Curry; Jackass prankster Wee-Man; The Sopranos actor Vincent Pastore; former Miss South Carolina Teen USA Lauren Caitlin Upton; the Denny quintuplets; father of Sarah Palin's grandchild, Levi Johnston; and a real-life dominatrix. The commercials will air on top-rated shows including Monday Night Football, Saturday Night Live and The Office.

"We want to remind America, in a light-hearted way, that pistachios are a unique, fun and healthy snack," said Dominic Engels, vice president of global marketing, Paramount Farms, producer of Wonderful Pistachios. "The experience of cracking open a pistachio is unlike any other and we're using a humorous, tongue-in-cheek approach, and a wide range of celebrity figures, to remind people of that. We feel confident that our irreverent approach will help break through the marketing clutter and make people feel good about pistachios."

Publication date: 10/7/2009

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