Wonderful Pistachios is driving its latest campaign with a bold out-of-home strategy, featuring nearly 80 car wraps on Uber and Lyft vehicles. The initiative promotes the brand’s No Shells product, targeting busy, active consumers who appreciate convenience. The campaign spans six U.S. markets and integrates a mix of traditional and digital media to enhance visibility and engagement.
The campaign’s centerpiece is the eye-catching car wraps that adorn Uber and Lyft vehicles, designed to capture attention in high-traffic areas. These branded vehicles will operate for over 40 hours a week, showcasing Wonderful Pistachios’ No Shells pistachios to consumers on the go. This effort is complemented by a series of billboards in each market featuring No Shells Roasted & Salted 2.5-ounce bags.
In addition to the vehicle wraps, Wonderful Pistachios is leveraging digital placements and Wi-Fi sponsorships to further its reach. The brand has partnered with airports, transit stations, national parks, and electric vehicle charging stations to place ads and sponsor Wi-Fi networks. This strategic placement aims to connect with consumers during their travels and everyday routines.
To appeal to younger, digitally native audiences, Wonderful Pistachios is collaborating with local influencers in each market. These partnerships are designed to highlight the ease and convenience of the No Shells product, expanding the brand’s appeal beyond traditional advertising methods. The new campaign marks a departure from the previous “Get Crackin’” initiative, which focused on the pistachios’ shells and featured high-profile celebrities.
For more insights into the campaign, visit Marketing Dive.