Wonderful Pistachios readies new campaign
By Adnews Staff
California-based Wonderful Pistachios is preparing to launch a new Canadian marketing campaign for the nut called “Almost Everyone Loves No Shells.” The company describes the initiative as its largest Canadian media campaign, valued at $3.3 million. The effort will support the release earlier of this year of two new flavours of pre-shelled pistachio nuts. It will begin on Oct. 5 and will feature a tortoise spokescharacter named Sheldon who argues in favour of shells. The national campaign will consist off television, print and digital advertising, along with social media content and in-store materials. The campaign was developed by Wonderful Agency, the in-house agency of The Wonderful Company, of which Wonderful Pistachios is a subsidiary.
“We're excited to introduce Sheldon to Canadians, because we consider him to be a member of the Wonderful Pistachios family, although he was quite hesitant to join our side,” said Bobby Pearce, chief creative officer at Wonderful Agency. “The ‘No Shells’ campaign, created by Wonderful Agency, is our way of talking about the brand's main differentiator, the lack of shells, in a humorous and unexpected way.”