• by Fern Siegel , January 4, 2023

The latest iteration of Wonderful Pistachios’ “Get Crackin’ ” campaign kicked off Jan. 1 on “Sunday Night Football.”

The LA-based Wonderful Agency is responsible for creative. It’s the in-house, full-service ad and communications agency at The Wonderful Company.

In the spot, Humpty Dumpty falls off a wall — only to land in a bowl of roasted and salted pistachios. Psyop did the animation.

The ad will run throughout 2023 on streaming platforms, cable and social media. In-store displays will augment the work. "Get Crackin’ with Humpty Dumpty" is the first teaser, part of a larger multimillion dollar effort set to launch later this month.

Wonderful Pistachios, which are grown and processed in California, made its debut campaign in 2009. This is the first new video since 2015.

“The creative is anchored in the fundamentals of Wonderful Pistachios legacy of merging blockbuster characters with irreverent humor,” Michael Perdigao, president, The Wonderful Agency, told Agency Daily. “Our goal is always to engage and entertain, so we couldn’t resist the opportunity to do this alongside one of our favorite and iconic childhood nursery rhymes.”

Over the years, the “Get Crackin’ ” campaign has aligned with actors, athletes and social influencers. Early on, The Village People, Brobee, the drummer from “Yo Gabba Gabba!” Sparky and Victor from Tim Burton's "Frankenweenie” movie partnered with the brand. Its first Super Bowl spot, in 2013, teamed with “Gangham Style” pop-sensation PSY.  

The company says the best way to open a pistachio, part of the cashew family, is to take a shell half from another pistachio, place the shell’s edge into the split, and twist it.

Wonderful Pistachios is part of The Wonderful Company, a privately held $5 billion company that includes brands such as Wonderful Halos, FIJI Water, POM Wonderful, JUSTIN Wine and Teleflora.