Menu
Marketing and Sponsorship

Wonderful Pistachios Launching $55M Football Campaign Featuring Sherman, Matthews

Wonderful Pistachios is launching its "largest football campaign to date with a series of darkly comedic ads" starring Seahawks CB Richard Sherman and Packers LB Clay Matthews, according to Erik Oster of ADWEEK. The $55M campaign, titled "Put A Smile on Your Snackface," follows a series of ads last year starring Sherman. The new effort takes the comedy in a "decidedly darker direction." A series of ads features individuals who have "led almost unfathomably unfortunate lives, yet can’t help but smile while eating Wonderful Pistachios." The ads "hinge around absurd scenarios of misfortune, finding comedy in over-the-topic tales of woe, delivered by Sherman and Matthews." For the campaign, Wonderful Agency had their NFL stars "picked out before the concept was created, letting the creative team build an idea that entertainingly contrasts the spokesmen’s success." With Sherman and Matthews representing "winners" with amazing careers, personal and financial success, Wonderful Company Chief Creative Officer Darren Moran asked, "Who is the opposite of them, and what would their life be like?" The company arrived at what he believes is a "universal idea that goes beyond football." Oster noted the original idea was for a digital campaign, but the company was "pleased enough with the results to go in on a full NFL national broadcast buy." Digital, print, PR, in-store and point of sale elements will "support the broadcast spots," which debut Sunday during Fox' coverage of Seahawks-Packers. Wonderful Pistachios will "continue to air during primetime NFL games and online sports sites throughout the season as part of a larger campaign" (ADWEEK.com, 9/1).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2017/09/05/Marketing-and-Sponsorship/Wonderful-Pistachios.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2017/09/05/Marketing-and-Sponsorship/Wonderful-Pistachios.aspx

CLOSE