Wonderful® Pistachios Brings "Get Crackin'" Campaign Back With Multiple Partnerships; Michael Perdigao Comments
LOS ANGELES, CA - What do a champion eater, a beloved fairy tale, and the universe itself have in common? They’re all a part of Wonderful® Pistachios' Get Crackin’ campaign. The brand will feature nostalgic talent alongside some of the latest trends to relaunch Get Crackin’ and celebrate the unique ways people enjoy cracking open and eating pistachios.
“Get Crackin’ succeeded because 
it cracked social media before we had social media. We're excited to bring that forward-thinking perspective to the platforms that drive culture today,” said Michael Perdigao, President of The Wonderful Agency. “True to the spirit of the initial campaign, Get Crackin’ 2.0 will be in conversation with culture at the moment that it’s happening—identifying, partnering, and launching both our unique brand and the unique talent that's drawn us forward.”
The campaign brings irreverent humor in a new series of commercials, will set world records at the “Wonderful Pistachios Get Crackin’ Eating Championship,” and encourages TikTok users to #GetCrackin. Commercial spots include how nursery rhyme legend Humpty Dumpty “does it with a great fall,” how the Universe “does it with a big bang,” and how the world’s number-one-ranked competitive eater Joey Chestnut “does it like a champ.”
Additional spots rolling out over the next few months include everyone’s favorite ghost-chomping arcade icon PAC-MAN™, and Spot®, an agile mobile robot with a decidedly doggy name from Boston Dynamics. According to the release, the campaign will live across cable outlets, digital streaming platforms, and social media.
To commemorate the occasion, the pistachio provider will bring Joey Chestnut back to the field in its Wonderful Pistachios Get Crackin’ Eating Championship at Pacific Park on the Santa Monica Pier in the hopes to set a new world record. Wonderful Pistachios has teamed up with Major League Eating to host the event on World Pistachio Day, February 26, 2023. Chestnut and other top-ranked Major League Eating athletes including Geoffrey Esper, Miki Sudo, and Nick Wehry will vie for a world record for pistachio-cracking and -eating at the inaugural event taking place at 10:00 a.m. PST.
Wonderful Pistachios also extended the campaign to TikTok, partnering with talented creators to show how they uniquely Get Crackin’ using the #GetCrackin hashtag.
How will shoppers continue to crack open opportunities in aisles? Stay tuned with ANUK.
