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Dive Brief:
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Wonderful Pistachios, owned by The Wonderful Corporation, today (May 19) launched an integrated campaign to drive product demand ahead of what is expected to be one of the largest California harvests on record, according to information shared with Marketing Dive.
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At the center of “The Don’t Hold Back Snack” campaign is a media buy which includes video spots across cable, streaming, digital and social media, out-of-home (OOH) activations in nine markets, celebrity-hosted podcasts and point-of-sale (POS) displays at retailers. Additionally, Wonderful Pistachios will use 3D anamorphic billboards for the first time, which will be located in New York City and Philadelphia.
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The effort sees the marketer attempting to address a shift toward personalized, content-driven experiences with a focus on meeting consumers where they are. The OOH activations, which launch June 2, put a heavy emphasis on high-traffic commuter locations.
Dive Insight:
Wonderful Pistachios’s latest campaign includes a media buy meant to meet consumers where they are through in-person and digital activations. By focusing on OOH and mass transit, the brand is hoping to target on-the-go consumers who may be looking for a healthy and quick snacking option as more businesses return to the office.
The nine markets included in the OOH push are Baltimore, Boston, Charlotte, Dallas-Fort Worth, Miami-Fort Lauderdale, Minneapolis-St. Paul, New York City, Philadelphia and Washington, D.C. “Station dominations” at public transit hubs including Metro Center in Washington, D.C. and Columbus Circle in New York City will feature branded turnstiles, boarding platforms and staircases. In total, over 60 traditional billboards will be spread across the nine markets.
“The Don’t Hold Back Snack” messaging centers around destigmatizing snacking — when the choice is pistachios — through satire while targeting busy consumers in five spots directed by Harold Einstein.
In “Bear Hug” a man is kept from snacking by a bear, but escapes after he finds out how healthy pistachios are. “Cement Hands” has a similar message, with an office worker encasing her hands in cement to avoid snacking temptations.
To meet the demand for content-driven experiences, the brand is partnering with a handful of podcasts to discuss the healthy snack. Featured podcasts include “The Late Show Pod Show With Stephen Colbert,” “The Lonely Island and Seth Meyers Podcast,” “Conan O’Brien Needs a Friend,” “Dear Chelsea,” “The Bald and Beautiful,” “Pardon the Interruption” and “4th&1 Podcast With Cam Newton.”