On September 10th, Wonderful Pistachios will race onto TV screens nationwide as eight new commercials premier during the “Wonderful Pistachios 400” – Richmond International Raceway’s NASCAR Sprint Cup Series race. That title sponsorship will kick off the brand’s $20M advertising campaign across network and cable, which will be supported full circle by in-store POS including display bins, social media, public relations, FSIs and more through December.
“We’ve seen the dramatic impact of TV advertising with year-over-year sales increases,” said Mark Masten, vice president of sales and marketing, Paramount Farms.
The first year’s campaign resulted in $28.3M in new sales – a 233 percent increase (FDMx). The momentum continued in the second year with an additional 20 percent increase – or $22.7M in new sales (FDMx). This May, Wonderful Pistachios ran the ads and drove an impressive 51 percent increase in the month’s sales.
“Get Crackin’ has been such a successful rallying cry for consumers that we’re spending the most on marketing we ever have this season – including the brand’s entry into the world of racing,” added Masten. “Wonderful is excited to introduce millions of NASCAR fans to the lowest-calorie, lowest-fat nut that's fun to eat with friends and fellow fans.”
Want to know what nutty personalities will join the likes of Snooki and Chad Ochocinco? Tune in to find out!
Source: Paramount Farms
