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Wonderful Pistachios’ Get Crackin’ campaign forges on with new faces

BY Allison Cerra

LOS ANGELES — Wonderful Pistachios is extending its Get Crackin’ campaign with four new commercial spots.

Now in its fourth season, the iconic Wonderful Pistachios Get Crackin’ commercials highlight how every character cracks open a pistachio in their own unique way. This year’s new crop of commercials includes:

  • The Village People do it like macho men. This famous disco band has changed their tune from "Y.M.C.A." to "C.R.A.C.K." — as they crack their nuts "Studio 54" style;

  • Brobee does it cuz they’re yummy: This green, fuzzy star of "Yo Gabba Gabba!" knows how delicious pistachios are and can’t stop singing about it;

  • Victor and Sparky do it Franken-style: The newest characters from the Disney animated film "Frankenweenie" are shocking the shell off of their pistachio! Their spot premieres in 3-D in theaters — a "Get Crackin’" first; and

  • The Secret Service gets fired for doing it: Mock Secret Service agents get themselves in the line of fire for pistachios.

"We wanted to have an all-star cast of characters for the fourth Get Crackin’ campaign, and with celebrities spanning music to kids’ entertainment, we are sure to strike green with fans of all ages," Paramount Farms VP global sales and marketing Mark Masten said. "Our research shows that consumers enjoy eating and sharing pistachios with others, so we wanted to keep that spirit in mind when creating this year’s Get Crackin’ commercials. Just like pistachios, our ads are also tremendously social — and with close to 12 million views of our past commercials on YouTube, we wanted to be sure to create new spots that people want to see, and share."

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Fred’s launches no fee layaway program for holiday gift purchases

BY Michael Johnsen

MEMPHIS — Fred’s on Friday launched a holiday layaway plan featuring no fees and a down payment of only $1.

"Fred’s realizes that the current economy presents difficult challenges to its customers and Fred’s wants to offer as much assistance as it can," Fred’s SVP sales and marketing Dave Mueller said. "That’s why we came up with a layaway plan that — with just one dollar down and absolutely no fees — is unlike any others and will stretch shoppers’ dollars during a time when it will be most welcome."

Mueller stressed that the no fees feature includes a no cancellation fee element, believed to be a first in the retail industry.

The layaway plan also offers a $5 gift card to customers for every layaway purchase totaling $50 or more.

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Duracell, Patrick Willis tell consumers ‘Trust Your Power’

BY Allison Cerra

BETHEL, Conn. — Duracell has tapped National Football League All-Pro linebacker Patrick Willis for the brand’s Trust Your Power program, which aims to encourage fans to follow their dreams.

Duracell said Willis is sharing his journey of how he learned "to trust the power within" via a YouTube video, and is inviting consumers to do the same. Fans who share their stories by using the #TrustYourPower hashtag on Twitter or via Duracell’s Facebook page will trigger a $1 commitment (up to $200,000) from Duracell. These funds will provide disadvantaged youth with scholarships to ProCamps, an organization that runs professional athletes’ personal sports camps for children ages 7 to 14 years. If the goal is reached, consumers will help send 1,000 underprivileged kids across the country to one of the approximate 40 different ProCamps of professional athletes.

In addition to the ProCamps scholarship fund, Duracell and Willis will be enlisting additional NFL talent to make surprise visits to underfunded schools across the country, providing them with the equipment and battery-powered devices they need to succeed both on and off the field, such as stopwatches, calculators and flashlights. All of the devices donated will be powered by Duracell with Duralock Power Preserve Technology.

"Duracell is committed to empowering life without limits and we strive to accomplish that both in the products we create and the programs we develop," said Volker Kuhn, general manager for Duracell North America. "We were touched by Patrick’s story of trusting his power to overcome adversity, and with the Trust Your Power program we will give kids in similar situations the opportunity to realize their power both on and off the field."

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