• by Fern Siegel , August 22, 2024

Wonderful Pistachios is going nuts — again.

Its latest campaign focuses on the travel-size No Shells snack. And to promote it, The Wonderful Company’s in-house agency, aptly named The Wonderful Agency, has debuted an out-of-home campaign in six U.S. markets: Atlanta, Boston, Dallas, Denver, Detroit and Philadelphia.

In both traditional and digital promotions, running through September, the public will see “Pistachi-on-the-go” billboards along busy city streets and highways, car wraps on Uber and Lyft, and digital placements, including WIFI sponsorships at airports, transit stations, vehicle-charging stations and national parks.

The 80 vibrant green car wraps operate 40+ hours per week in high-traffic areas.

"With these billboards, our new Wonderful Pistachios campaign is designed for the active consumer. Our clean, simple message is perfect for those quick glances while on the road — reminding pistachios lovers that with our No Shells offerings, they can snack on the run,"Michael Perdigao, Wonderful Agency president, told Agency Daily.

In addition, Wonderful Pistachios is partnering with local influencers in each market to highlight the convenience of No Shells. Its flavor lineup includes chili roasted, sea salt & vinegar, sea salt & pepper, honey roasted, smoky barbecue and jalapeño lime.

The brand is known for its long-term “Get Crackin’ ” campaign. The last iteration kicked off Jan. 1, 2023 on “Sunday Night Football.” The spot, which ran throughout 2023, had Humpty Dumpty fall off a wall — only to land in a bowl of roasted and salted pistachios.

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 also includes Wonderful Halos, FIJI Water, POM Wonderful, Justin Wine and Teleflora.