Dive Brief: 

• Wonderful Pistachios launched a new out-of-home (OOH) campaign promoting its travel-sized No Shells product line, per details shared with Marketing Dive.
• The campaign targets six U.S. markets and will span billboards and digital placements including Wi-Fi sponsorship at airports, transit stations, national parks and more. The effort also includes nearly 80 car wraps on Uber and Lyft vehicles. 
• Partnerships with local influencers to highlight the convenience of No Shells round out the effort. The brand’s latest campaign sees it targeting consumers with active lifestyles while deepening its efforts to reach a younger demographic. 

Dive Insight: 

Wonderful Pistachios wants to capture the attention of on-the-go consumers in urban markets by positioning the pre-shelled nuts as a convenient snack for those with active lifestyles. The campaign targets consumers in six major markets: Atlanta, Boston, Dallas, Denver, Detroit and Philadelphia.

Both traditional and digital promotional tactics are in the mix, reflecting the brand’s desire to sway a wider audience. Among the activations are billboards in each of the six cities that will showcase No Shells Roasted & Salted 2.5-ounce bags. Nearly 80 car wraps will adorn Uber and Lyft vehicles in high-traffic areas. The Uber and Lyft vehicles will operate for more than 40 hours a week in high-traffic areas and feature Wonderful Pistachios’ branding and No Shells pistachios. 

The effort also includes digital placements in popular locations, including Wi-Fi sponsorships at airports, transit stations and national parks in addition to electric vehicle charging station displays and on-screen entertainment for Uber and Lyft passengers. A focus on the popular ride-hailing platforms could be key in helping the brand reach busy consumers in moments where they are already seeking out convenience.  

Additionally, the brand is targeting younger consumers via partnerships with local influencers in each of the six markets to further highlight the convenience of No Shells. The focus represents an ongoing attempt by the marketer to reach digitally native consumers. Last year, the brand revived its “Get Crackin” campaign with a TikTok initiative and influencer tie-ups.

It’s worth noting that Wonderful Pistachios’ latest effort diverges from the “Get Crackin” campaign, which centered around the product’s shells. “Get Crackin” featured celebrities such as Martha Stewart, Stephen Colbert, Snoop Dogg and Psy and included spots that used humor to demonstrate the different ways one could crack open pistachios.