On September 10th, Wonderful Pistachios raced onto TV screens nationwide as a new harvest of new commercials premiered during the “Wonderful Pistachios 400” – Richmond International Raceway’s NASCAR Sprint Cup Series race. That title sponsorship kicked 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. Some personalities you may see unshelled on your TV screens include Khloe Kardashian and Lamar Odem of E!’s “Keeping up with the Kardashians,” Saturday Night Live’s iconic clay-man of the 1970s “M. Bill,” beloved Kermit the Frog and the infamous Facebook Winklevoss twins.
“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,” added Masten. “Wonderful always likes to surprise consumers with new characters and talent in our commercials – and this season is nuttier than ever.”
Source: Paramount Farms
