LOS ANGELES — Wonderful Pistachios rolled out two new flavors of shelled nuts this month and launched a social-media campaign to bring consumers up to speed.
The new products are Wonderful Pistachios No Shells BBQ and Sea Salt & Vinegar flavors. The barbecue pistachios are hickory-smoked flavor and dashed with garlic, paprika and salt. The Sea Salt & Vinegar pistachios deliver a tart and tangy flavor “with just the right amount of sea salt and vinegar,” the company said. The two new flavors were launched in March in all sizes in both the United States and Canada.
Meanwhile the social-media campaign launched in May and will run through the summer, featuring creative optimized for different mediums to reach specific consumers, the company said. One of the platforms, and a first for all Wonderful brands, includes Twitch, to help Wonderful Pistachios introduce the new No Shells flavors as a healthy snack while gaming. It will reach gamers through Twitch and YouTube pre-roll in channels featuring game play content.
TikTok and Snapchat executions, including ads and custom augmented reality “lenses,” will drive flavor-specific messaging to generate engagement with consumers of a younger demographic. And the campaign’s Instagram and Facebook creative will ensure a broad audience is also excited to try the new flavors, the company said.
“These are delicious flavors everyone is going to love, which is why we’re targeting a variety of different categories of consumers and occasions, including esports, which we know is a broad and diverse group that also has a growing interest in healthy snacks,” said Adam Cooper, senior vice president of marketing for The Wonderful Co.
Wonderful Pistachios is part of The Wonderful Co., a Los Angeles-based, privately held $5 billion company that also has iconic brands such as Wonderful Halos, Fiji Water, POM Wonderful and others
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