The Los Angeles-based company, which also owns Fiji Water, Teleflora, and Pom Wonderful, launched the “Get Crackin'” campaign on October 5 for its Wonderful Pistachios brand. The brand is part of Roll International-owned Paramount Farms, which includes four other pistachio brands.
The $15 million integrated effort follows the April recall of another pistachio brand, Setton Pistachio, which caused an industry-wide decline in sales, said Rob Six, VP of corporate communications for Roll International.
“Our goal is to get pistachios on grocery lists,” noted Six. “They tend to be an impulse buy. We want to get America thinking about pistachios.”
Reality couple Adrianne Curry and Christopher Knight, former Sopranos actor Vincent Pastore, and Levi Johnston, the father of Sarah Palin's grandson, are appearing in TV ads and online videos, touting the reasons why they eat pistachios.
Six noted that these celebrities, each of which reaches a different demographic, will create a “buzz factor” for the campaign, as well as a reason to target celebrity-centric blogs like Perez Hilton.
The target audience is both men and women, from college age to 55 years old.
The communications team at Roll International is also reaching out to marketing and advertising outlets and reporters, business trades, and health journalists. Much of the brand's messaging has focused on the health value of pistachios for the last year and a half, said Six.
Other elements of the campaign include the creation of a Facebook page, YouTube channel, Twitter feed, and microsite, which includes an iPhone application, video contest, health information, event listings, games, and a blog.
The PR budget for the campaign is around $500,000, said Six. Roll International is not working with an agency for the campaign.