• by Larissa Faw , 2 hours ago

Wonderful Pistachios is launching a campaign to strengthen its association with plain protein by featuring two athletes who have benefited from the high level of protein found naturally in the nut.

“The Next Big Thing” creative, developed with its in-house shop The Wonderful Company, feature ex-NFLer Tony Gonzalez and world-class weightlifter and Olympic athlete Kendrick Farris in six different comedic commercials to highlight the message that while getting protein from plants might sound strange to some, history has proven to have many odd things, like sports’ first mascot or football players playing without a mouthguard.

The campaign airs on TV throughout football season as well as during the holidays, a key selling period for Wonderful Pistachios and when consumers are making health-focused New Year’s resolutions. Digital and social media, print, in-store POS, FSIs, and public relations will support the campaign which will run throughout the year.