Wonderful Pistachios has a new spoke-tortoise kicking off its No Shells line marketing campaign, as part of a $15 million investment in the brand.
Sheldon the Tortoise debuted Dec. 9 as part of the Almost Everyone Loves No Shells campaign, which includes TV spots, online and social media components and continues throughout 2020, according to a news release. Free-standing inserts, public relations and influencer marketing are also planned.
The No Shells line, which consists of Chile Roasted, Honey Roasted, Roasted & Salted and Roasted & Lightly Salted, has seen year-over-year double-digit growth, according to the company.
“Our Wonderful Pistachios No Shells brand is incredibly exciting for us right now, as it’s the fastest growing piece of our business and people can’t get enough of pistachios without the shells,” Adam Cooper, senior vice president of marketing for The Wonderful Co., said in the release. “This fun and engaging campaign pulls inspiration from the brand’s ability to make healthy snacking easier.”
As with Ernie the Elephant and Stephen Colbert, who promoted Wonderful’s shelled pistachios in the Get Crackin’ campaign, Sheldon’s No Shells spots use humor. Sheldon is not happy with the idea of No Shells.
“We’re excited to incorporate Sheldon into our new No Shells campaign because we’re considering him to be a new member of the Wonderful Pistachios family, although he’s quite hesitant to join our side,” Bobby Pearce, chief creative officer for the company’s in-house Wonderful Agency, said in the release.
The company offers the shell-free pistachios in sizes ranging from 0.75 ounces to 24 ounces.