Wonderful Pistachios, celebrating 10 years, plans to keep on crackin’, with a $55 million marketing campaign kicking off in November.
The brand debuted in stores in 2008 — the industry first saw it in October 2007 at the Produce Marketing Association’s Fresh Summit in Houston — with its “Get Crackin’” tagline and commercials. Over the years, the commercials have featured Stephen Colbert, “The Jersey Shore’s” Snooki, Snoop Dogg, and internet celebrities PSY (of Gangnam Style craze), Honey Badger and Keyboard Cat.
Recent campaigns have featured Ernie the Elephant, voiced by World Wrestling Entertainment’s John Cena.
Ernie will be featured in the new campaign, according to a news release, and the “Put a Smile on Your Snackface” slogan also will return. They’ll be featured in TV commercials, in-store point-of-sale materials, social media, free-standing inserts, print and influencer marketing, according to the release.
Wonderful Pistachios’ promotions have boosted brand awareness from 60% to 85%, and recent campaigns with Ernie and National Football League stars Richard Sherman and Clay Matthews have led the brand to almost 22% household penetration, with a buy rate of 3.4 pounds, according to the release.