Wonderful® Pistachios takes a fresh approach to snack marketing in a dedicated new campaign to bring its Wonderful Pistachios No Shells BBQ and Sea Salt & Vinegar flavors to life. The highly tailored digital and social campaign is designed to reach consumers who love great flavors, no matter their preferred online platform.
The new campaign for Wonderful Pistachios launches in May and runs through the summer in both the U.S. and Canada.
Launching in May and running through the summer in the United States and Canada, the campaign features creative optimized for different mediums to authentically reach specific consumers. One platform, and a first for all Wonderful brands, includes Twitch to help Wonderful Pistachios introduce the new No Shells flavors as a snack for gaming. With 47 million U.S. adults being e-sports (electronic sports) fans according to a report by MRI Simmons, and more than 80 percent of e-sports fans reporting that they eat or drink while watching (Newzoo), the convenience of Wonderful Pistachios No Shells makes marathon gaming (and snacking) easy for e-sports fans. Gamers will also be reached through Twitch and YouTube pre-roll in channels featuring game play content.
TikTok and Snapchat executions, including ads and custom augmented reality Lenses, will drive flavor-specific messaging to generate engagement with consumers of a younger demographic. And the campaign’s Instagram and Facebook creative will ensure a broad audience is also excited to try the new flavors. The launch is supported by public relations and a national Free Standing Insert (FSI) dropping the week before Memorial Day.
The campaign targets different categories of consumers and occasions, including e-sport participants, which the Wonderful Company says is a diverse group that has a growing interest in healthy snacks.
The brand continues promoting its plant protein content by leveraging Pro Football Hall of Famer Tony Gonzalez as its celebrity spokesperson for its “The Next Big Thing” campaign. Gonzalez will post unique content on his social platforms celebrating the new flavors.
“These are flavors everyone is going to love, which is why we’re targeting different categories of consumers and occasions, including e-sports, which we know is a diverse group that has a growing interest in healthy snacks,” said Adam Cooper, senior vice-president of marketing, The Wonderful Company. “Our new flavors are also a good source of plant protein with six grams per serving.”
Wonderful Company introduced the No Shells Sea Salt & Vinegar and No Shells BBQ flavors in March of this year.
In a first for Wonderful Pistachios, these two new flavors were launched in March in all sizes in both the U.S. and Canada, and the company anticipates this to be the biggest Wonderful Pistachios launch yet. It anticipates it will outpace the brand’s No Shells Honey Roasted and Chili Roasted launch, one of the CPG industry’s biggest launches of 2019, earning the IRI Pacesetter Award.