Wonderful Pistachios shells out a sharp new campaign that encapsulates some of the best marketing moves of the moment.
The Wonderful Company wants gamers to swap their unhealthy snacks for something better. As such, Wonderful Pistachios is pinpointing Twitch and YouTube to promote its newest No Shells flavors, BBQ and Sea Salt and Vinegar. The million-dollar marketing campaign is the first between the snack seller and Twitch, but Wonderful Pistaschios will also be promoting its new products via Snapchat and TikTok in an effort to reach young consumers in general. To do so, the label is leaning into augmented reality, which became a marketing mainstay during the pandemic and promises to continue even beyond the crisis. Messaging, which began earlier this month, will be enhanced via content featuring Pro Football Hall of Famer Tony Gonzalez, who follows a famously plant-forward diet and leads as the brand’s new spokesperson.
Not only have consumers’ content consumption habits evolved over the course of the pandemic, as have their snack consumption habits, as observed in Gartner’s report on the category. Though pistachios might not seem like prime candiates for social media stardom, Wonderful Pistachios’ foray into Twitch is well-timed for success. Because BBQ and Sea Salt and Vinegar are typically associated with unhealthy snacks, the campaign’s audience of marathon-gamers might feel more attracted to the new products. Alternately, as plant-based protein continues to have a moment amidst the pandemic, the new campaign is far from nutty. Finally, taking to Twitch could prove wise for Wonderful Pistachios, as the platform experienced an awesome 84% growth in hours watched in 2020, as compared to 2019. YouTube gaming also soared to record highs.
Wonderful Pistachios isn’t the only unexpected guest giving AR a go. Morton Salt made waves recently when it added its own flavor to the trendy tactic. Brands looking to add a little spice to their marketing methods should consider trying out “trend-blending” themselves, especially via often-overlooked platforms like Twitch. Every platform has the potential to be “on-brand” if used correctly.