WONDERFUL’S NO SHELLS $15 MILLION CAMPAIGN
Creative marketing outside the store can drive sales in the product department — which is why savvy retailers take full advantage of such campaigns.
Case in point: Wonderful Pistachios.
In December, the brand launched its new “Almost Everyone Loves No Shells” marketing campaign featuring No Shells on television for the first time. It was part of a $15-million investment in the No Shells brand, the largest to date. The comedic campaign on television, online and on social media is running throughout 2020.
Building off the brand’s consistent year-over-year double-digit sales growth, and the recent launch of new Wonderful Pistachios No Shells Chili Roasted and Honey Roasted flavors this past summer, “Almost Everyone Loves No Shells” features a new adversary of No Shells: Sheldon, a beloved tortoise who speaks his mind and stands up for others living among us whose “shells” are a core part of their existence.
In the first spot, the lovable hard-backed antagonist takes his arguments to the No Shells advertising executives who try to convince him their No Shells ads were just a big misunderstanding. They were only trying to promote pistachios without shells, not tortoises without shells. The campaign will be amplified by a large-scale social and digital campaign, FSIs, public relations and influencer marketing.
The campaign focuses on No Shells as an easy and convenient way to enjoy the great taste and nutrition benefits of Wonderful Pistachios, such as their six grams of plant-based protein per serving. The campaign features multiple TV commercials, supported by robust marketing efforts to ensure that brand awareness continues to grow for the easy-to-eat snack.
“Our Wonderful Pistachios No Shells brand is incredibly exciting for us right now, as it’s the fastest growing piece of our business and people can’t get enough of pistachios without the shells,” says Adam Cooper, senior vice president of marketing at The Wonderful Company, LLC based in Los Angeles. “This fun and engaging campaign pulls inspiration from the brand’s ability to make healthy snacking easier.”
Continuing on the comedic theme, additional spots will feature Sheldon still determined to convince people not to buy No Shells. In a later spot, he even stages a protest inside a grocery store near the No Shells displays but it backfires, as his cuteness actually entices shoppers to buy more.
With the addition of the new flavors that launched this summer, Wonderful Pistachios No Shells are available in Roasted & Salted, Roasted & Lighted Salted, Chili Roasted and Honey Roasted. Various packaging sizes are available to fit different snack needs, including grab-and-go (0.75-oz / 2.25-oz / 2.5-oz), “for me” (5.5-oz / 6-oz), “for us” (12-oz) and “social snacking” (22-oz / 24-oz).