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Yahoo
20-05-2025
- Business
- Yahoo
Wonderful Pistachios sows integrated campaign targeting commuters
This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. Wonderful Pistachios, owned by The Wonderful Corporation, today (May 19) launched an integrated campaign to drive product demand ahead of what is expected to be one of the largest California harvests on record, according to information shared with Marketing Dive. At the center of 'The Don't Hold Back Snack' campaign is a media buy which includes video spots across cable, streaming, digital and social media, out-of-home (OOH) activations in nine markets, celebrity-hosted podcasts and point-of-sale (POS) displays at retailers. Additionally, Wonderful Pistachios will use 3D anamorphic billboards for the first time, which will be located in New York City and Philadelphia. The effort sees the marketer attempting to address a shift toward personalized, content-driven experiences with a focus on meeting consumers where they are. The OOH activations, which launch June 2, put a heavy emphasis on high-traffic commuter locations. Wonderful Pistachios's latest campaign includes a media buy meant to meet consumers where they are through in-person and digital activations. By focusing on OOH and mass transit, the brand is hoping to target on-the-go consumers who may be looking for a healthy and quick snacking option as more businesses return to the office. The nine markets included in the OOH push are Baltimore, Boston, Charlotte, Dallas-Fort Worth, Miami-Fort Lauderdale, Minneapolis-St. Paul, New York City, Philadelphia and Washington, D.C. 'Station dominations' at public transit hubs including Metro Center in Washington, D.C. and Columbus Circle in New York City will feature branded turnstiles, boarding platforms and staircases. In total, over 60 traditional billboards will be spread across the nine markets. 'The Don't Hold Back Snack' messaging centers around destigmatizing snacking — when the choice is pistachios — through satire while targeting busy consumers in five spots directed by Harold Einstein. In 'Bear Hug' a man is kept from snacking by a bear, but escapes after he finds out how healthy pistachios are. 'Cement Hands' has a similar message, with an office worker encasing her hands in cement to avoid snacking temptations. To meet the demand for content-driven experiences, the brand is partnering with a handful of podcasts to discuss the healthy snack. Featured podcasts include 'The Late Show Pod Show With Stephen Colbert,' 'The Lonely Island and Seth Meyers Podcast,' 'Conan O'Brien Needs a Friend,' 'Dear Chelsea,' 'The Bald and Beautiful,' 'Pardon the Interruption' and '4th&1 Podcast With Cam Newton.' 'The on-demand nature of this campaign allows us to reach audiences on their own terms – whether during commutes, workouts, or leisure time – maximizing exposure and impact,' said Diana Salsa, vice president of marketing at Wonderful Pistachios in press materials. Global demand for California pistachios have more than doubled in the past decade, with acreage growing 6% to 10% annually. The upcoming fall harvest could reach 1.6 billion pounds, potentially leading to a massive amount of inventory. The increase in demand can be in part attributed to the popularity on social media of pistachio-based treats like the Dubai chocolate bar. The brand's better-for-you messaging arrives as consumers have shown interest in the healthy snack category, which is expected to reach sales of $54.4 billion by 2035. In 2023, Wonderful Pistachios used TikTok to revive its 'Get Crackin' campaign. Previously, the brand leaned on pop culture and used 'Guardians of the Galaxy' character baby Groot to push plant-based protein. Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Hans India
30-04-2025
- Entertainment
- Hans India
Apple Introduces ‘Snapshot' Hub to Highlight Celebrities Across Its Services
Apple hasquietly launched a new website called 'Snapshot on Apple,' a celebrity-focused hub that connects fans directly to their favourite stars' content across Apple's platforms, such as Music, TV, and Podcasts. At firstglance, the homepage features two auto-scrolling rows of celebrity images,though users can't manually scroll or search, at least for now. There arecurrently 36 profiles, including big names like Bad Bunny, Dua Lipa, MattDamon, Serena Williams, Kendrick Lamar, and Drake. Eachcelebrity image acts as a clickable card. Tapping on it opens a mini-profile,complete with a short bio and a curated list of content available on Apple'sservices. It's essentially a personalized landing page, much like whatplatforms like Linktree or offer, but tailored for Apple content. Take Zendaya,for example. Her profile describes her as an American actress and singer, witha "more" button to expand her bio. Below that, users can access linksto her appearances in 'Spider-Man: No Way Home' and podcast episodes like 'TheLate Show Pod Show with Stephen Colbert.' While thesite feels polished, it also gives off the vibe of a work in progress—perhaps asneak peek at a deeper integration planned for future Apple features or apps. For now, Snapshoton Apple is a sleek, centralised space where fans can easily discover andconnect with celebrity content spread across Apple's vast media ecosystem.
