Wonderful® Pistachios launched a new marketing campaign titled “The Next Big Thing” with commercials starring Pro Football Hall of Famer Tony Gonzalez and world-class weightlifter and Olympic athlete Kendrick Farris; both of whom follow a plant-based diet. The multimillion-dollar campaign strengthens the brand’s association with plant protein, a connection it has been building for several years through various initiatives to reach both the nutrition community and consumers.
As insights around plant protein continue to mount, Wonderful Pistachios sees this campaign as an opportunity to reach the increasing number of people who are at a crossroads of two distinct shifts; wanting to eat less meat and wanting to increase their daily protein intake.
Six different comedic commercials feature either Tony Gonzalez or Kendrick Farris eating Wonderful Pistachios as their go-to source for plant protein. And while getting protein from plants might sound strange to some, the spots highlight that it’s not as strange as some of the things people in their respective sports used to do in the past: weightlifters wearing leotards in the 1980s, football players playing without a mouthguard in the 1940s, and the awkward position of the football goalpost in the 1970s (in front of the endzone). Overall, the campaign shows sports have evolved and one of those changes is the evolution of protein consumption.
“Partnering with exceptional athletes to spread awareness for Wonderful Pistachios has been a key part of our brand identity for years and we’re especially excited to work with both Tony Gonzalez and Kendrick Farris because they’re also aligned with our greater mission to spread awareness about Wonderful Pistachios as a source of plant protein,” said Adam Cooper, senior vice president of marketing, The Wonderful Company. “Snacking is a big opportunity for plant protein, whether you’re watching football or satisfying a mid-day craving, and this new campaign spreads that message in a fun way.”
“It’s great when I get to work with brands that organically fit with my lifestyle,” said Tony Gonzalez. “As a former professional athlete who ate a plant-focused diet, I’ve learned to listen to my body and be mindful of my nutritional intake, especially during snack time. Wonderful Pistachios pack the protein punch I need throughout my day, and have always been a part of my healthy diet.”
Debuting on television, “The Next Big Thing” is the brand’s first campaign to feature both classic in-shell pistachios and No Shells. Airing on TV throughout football season, the campaign is also timed for the holidays, a key selling period for Wonderful Pistachios and when consumers are making health-focused New Year’s resolutions. Digital and social media, print, in-store POS, FSIs, and public relations will support the campaign as well, and will reach consumers throughout the year.