Dive Brief:

• Wonderful Pistachios has revived its “Get Crackin’” campaign with new ads and content across cable outlets, digital streaming platforms and on social media, including a TikTok initiative, according to a press release.
• Spots use humor to showcase the different ways to crack open pistachios. Current ads feature Humpty Dumpty, the Big Bang and competitive eater Joey Chestnut, with additional ads starring other characters scheduled to roll out in the coming months.
• The brand is also teaming up with Major League Eating to host the “Wonderful Pistachios Get Crackin’ Eating Championship.” The event is set for World Pistachio Day, which takes place on Feb. 26.

Dive Insight:

Wonderful Pistachios hopes to generate some goodwill with consumers by bringing back a campaign that in the past has featured talent such as Stephen Colbert, Snooki, Snoop Dogg and Psy. At the same time, the new iteration of “Get Crackin’” embraces some of latest trends in marketing to engage with potential new customers. This includes a focus on influencers, TikTok and an in-person event at Pacific Park on the Santa Monica Pier. 

Wonderful Pistachios is looking to be a part of the cultural conversation with this campaign, per Michael Perdigao, president of The Wonderful Agency in a press statement. To help it accomplish this, the effort leans heavily on TikTok talent, including Thoren Bradley, Daniel and David Hulett and Elladj Balde. The #GetCrakin challenge was launched earlier this month by Shawn Johnson, Alex Wong and Vanesa Amaro. As part of the challenge, consumers were tasked with posting the creative ways they open pistachios by Feb. 20 for the chance to receive $10,000 and a one-year supply of pistachios.

Wonderful Pistachios has made a concerted effort to reach young consumers in recent years. In 2021, it launched multiple campaigns centered around gaming and streaming. The company also partnered with Marvel Studios to make baby Groot the face of a campaign pushing the nut as a form of plant-based protein.

Its latest effort was developed with The Wonderful Agency, which is parent The Wonderful Company’s in-house shop.