“You have to do a good job handling and validate all your processes to make sure.”
Wonderful Pistachios continues Get Crackin’
Wonderful Pistachios is ready for football season with the fourth edition of its Get Crackin’ campaign and two new commercials set to run during the NFL Superbowl game Feb. 3 in the U.S. and Canada.
“The week leading up to the Superbowl is typically our single best week of consumption throughout the year,” said Marc Seguin, vice president of marketing for North America for Los Angeles-based Paramount Farms.
Nine new 15-second spots in the $30 million advertising campaign focus on the fun of opening pistachios and eating them in different ways.
“In this DVR world, people can start and stop and always catch our ads,” he said. “We’ve found that to be very effective.”
Sending pistachios to retail in display bins so retailers can put them right out on the floor and on display is also part of the strategy, Seguin said.
Each bin holds about 260 8-ounce bags.
He said Paramount is also rolling out Salt and Pepper and Chili Lime flavored pistachios in 7-ounce bags, retailing for $3.99, $2.99 on sale.
“We’re on an amazing run with growth of 40%, 35% and 50% in the past three years,” Seguin said.