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Millennial Opps: Wonderful Pistachios features Groot in new campaign

Wonderful Pistachios (WP) recently launched a campaign featuring Marvel's Groot, who will appear this summer in Disney+ shorts and point-of-sale displays under the banner of "Groot Gets Crackin." The new spot will run on TV and in theaters; it also includes a Groot collectible bag of pistachios, of course. Sellers should contact soon to secure last-minute ad dollars.

So far this year, iSpot reports WP has spent approximately $8.8m on national TV commercials, up 26% from the approximately $7m spent by this point last year. The brand ended up spending approximately $22.9m on this channel last year, up 3% from the approximately $22.3m spent in 2020. WP's 2022 commercials have aired during programs such as NBC Nightly News With Lester Holt, Anderson Cooper 360, Yellowstone, ABC World News Tonight With Davie Muir and Two and a Half Men.

Per Pathmatics, the brand has allocated roughly $8.7m toward digital ads, up 21% from the roughly $7.2m allocated within the same 2021 timeframe. In 2021, WP's estimated full-year spend more than doubled to $13.5m from that of $6.3m in 2020. Since the beginning of 2022, the brand has earned around 87.4m digital impressions via desktop display (36%), Instagram (31%), Facebook (19%), mobile display (7%) and desktop video (7%) ads. Most of this year's desktop display ads have been placed site direct onto destinations such as lonelyplanet.com (26%), yogajournal.com, medicinenet.com, mensjournal.com and amazon.com.

Sellers should get in touch soon to offer high-ROI strategies among millennials. WP holds planning conversations in Q2 and buying conversations in Q1.

Agency & martech readers - Reach out to see what, if any, project-based work you can secure at WP's parent company, Wonderful Agency.