- Wonderful Pistachios launched a brand new out-of-home (OOH) campaign promoting its travel-sized No Shells product line, per details shared with Marketing Dive.
- The campaign targets six U.S. markets and can span billboards and digital placements including Wi-Fi sponsorship at airports, transit stations, national parks and more. The effort also includes nearly 80 car wraps on Uber and Lyft vehicles.
- Partnerships with local influencers to focus on the convenience of No Shells round out the hassle. The brand’s latest campaign sees it targeting consumers with energetic lifestyles while deepening its efforts to achieve a younger demographic.
Wonderful Pistachios desires to capture the eye of on-the-go consumers in urban markets by positioning the pre-shelled nuts as a convenient snack for those with energetic lifestyles. The campaign targets consumers in six major markets: Atlanta, Boston, Dallas, Denver, Detroit and Philadelphia.
Both traditional and digital promotional tactics are in the combination, reflecting the brand’s desire to sway a wider audience. Among the activations are billboards in each of the six cities that can showcase No Shells Roasted & Salted 2.5-ounce bags. Nearly 80 car wraps will adorn Uber and Lyft vehicles in high-traffic areas. The Uber and Lyft vehicles will operate for greater than 40 hours every week in high-traffic areas and have Wonderful Pistachios’ branding and No Shells pistachios.
The effort also includes digital placements in popular locations, including Wi-Fi sponsorships at airports, transit stations and national parks along with electric vehicle charging station displays and on-screen entertainment for Uber and Lyft passengers. A concentrate on the favored ride-hailing platforms may very well be key in helping the brand reach busy consumers in moments where they’re already looking for out convenience.
Additionally, the brand is targeting younger consumers via partnerships with local influencers in each of the six markets to further highlight the convenience of No Shells. The focus represents an ongoing attempt by the marketer to achieve digitally native consumers. Last 12 months, the brand revived its “Get Crackin” campaign with a TikTok initiative and influencer tie-ups.
It’s price noting that Wonderful Pistachios’ latest effort diverges from the “Get Crackin” campaign, which centered across the product’s shells. “Get Crackin” featured celebrities similar to Martha Stewart, Stephen Colbert, Snoop Dogg and Psy and included spots that used humor to display the several ways one could crack open pistachios.
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