• by Larissa Faw , May 6, 2021

Wonderful Pistachios is launching a $1 million campaign to promote two new products: No Shells BBQ and Sea Salt & Vinegar flavors.

The campaign includes digital media, public relations and a free-standing insert  running Memorial Day weekend.

The creative continues to feature Pro Football Hall of Famer Tony Gonzalez, the brand’s celebrity spokesperson for its recent “The Next Big Thing” campaign, as he promotes the new nut flavors for their healthy protein benefits. Gonzalez will also continue to post on his social platforms content about healthy snacking.

In addition, on May 17, Wonderful Pistachios will target TikTok and Snapchat gamers in a move specifically designed to reach a younger demographic, with ads and custom augmented reality lenses. Each platform will receive customized content. Gamers will also be reached through Twitch and YouTube pre-roll in channels featuring game play content.

The campaign’s Instagram and Facebook creative will target a broader audience to promote the new flavors.

The brand predicts retail demand will result in the biggest Wonderful Pistachios product launch yet, outpacing the brand’s No Shells Honey Roasted and Chili Roasted launch, which was one of the CPG industry’s biggest launches of 2019, earning the IRI Pacesetter Award.

The campaign runs in both the U.S. and Canada.