Revitalizing the Timeless "Get Crackin'" Campaign: 5 Key Motives Behind Wonderful Pistachios' Decision
In a notable marketing endeavor, Wonderful Pistachios, a prominent pistachio brand under The Wonderful Company, has launched the "Get Crackin'" campaign. This campaign, known for its bold, humorous approach, promotes pistachios as a flavorful, guilt-free snack option, emphasizing their health benefits and protein content.
The campaign has made a lasting impression, appearing in two Super Bowl advertisements. High-profile figures such as Stephen Colbert, an all-American bald eagle, Korean pop singer Psy, and Snoop Dogg, among others, have been featured. These celebrities showcased their unique ways of enjoying the salty tree nuts, underscoring the campaign's emphasis on personality.
The catchy tagline was brought to life in various ways, including a delivery by Colbert and a performance by Psy "Gangnam Style." However, the campaign lost its momentum, much like some of the timely humor that defined the Obama era.
The "Get Crackin'" campaign is part of a continuous investment by The Wonderful Company in advertising and category building. It aligns with the company's record-setting California pistachio harvests, which are expected to reach about 1.6 billion pounds, prompting a renewed push in marketing.
Wonderful Pistachios' marketing prowess can be attributed to the vision of Lynda Resnick, vice-chairman and co-owner of The Wonderful Company. Resnick has been instrumental in positioning pistachios as a popular snack through innovative marketing strategies, including the "Get Crackin'" campaign.
Harold Einstein, a director known for comedic advertising, leads the campaign's current creative direction. His work includes the recent "Don’t Hold Back Snack" campaign, which emphasizes both humor and the nutritional benefits of pistachios.
In its attempt to appeal to consumers, the "Get Crackin'" campaign is a multichannel effort involving video ads, podcasts, and transit advertising in major cities. It is distinctive for its use of absurdist humor and the "Don’t Hold Back Snack" message, which encourages consumers to enjoy pistachios boldly without guilt.
The campaign's success is a testament to strategic marketing leadership and creative advertising talents, helping to sustain Wonderful Pistachios' market leadership and consumer appeal.
- The "Get Crackin'" campaign, initiated by the prominent pistachio brand Wonderful Pistachios, has successfully integrated celebrities and pop-culture into its marketing strategy, featuring figures like Stephen Colbert, Psy, and Snoop Dogg.
- The multichannel approach of the "Get Crackin'" campaign, which includes video ads, podcasts, and transit advertising, extends beyond food-and-drink promotion, reaching into entertainment and lifestyle domains.
- Not only does the "Get Crackin'" campaign emphasize the health benefits and protein content of pistachios, but it also encourages an indulgent lifestyle, aligning with the absurdist humor and "Don’t Hold Back Snack" message, thereby appealing to a broad audience beyond just food enthusiasts.
