Marketing Roundup: Wonderful Pistachios Says “Almost Everyone Loves No Shells”; Harmless Harvest Debuts “Spooning Season”

As the year begins to wrap up, food companies are finishing strong with a range of comedic campaigns showing off the fun and care-free side of their respective brands. With everything from an angry and animated tortoise to a TikTok Tastemonial challenge, these latest activations have embraced a variety of brand building tactics including user-generated content and a unique group of brand ambassadors. Check out the roundup for the latest campaigns, contests and marketing moves.

Wonderful Pistachios Unveils “Almost Everyone Loves No Shells” Campaign

Following the introduction of BBQ and Sea Salt & Vinegar flavors to its No Shell line, Wonderful Pistachios has debuted its “Almost Everyone Loves No Shells” campaign, marking the largest marketing investment in the line so far, according to the company. The series of clips feature an animated shell-advocate, Sheldon the tortoise, fighting against two Wonderful Pistachio brand managers about the new line extensions and messaging.

The campaign series features four, 15-second clips including “Why Are You Dressed Like That,” where the company also announces the launch of new Honey Roasted and Chili Roasted flavors and Sheldon confronts the managers about the anti-shell advertising used in the campaign; “Storming Out,” a football-themed ad set to run during NFL games; “We Understand,” where the brand representatives attempt to appease Sheldon’s concerns; and “You Ditch YOUR Shells,” where Sheldon challengers the brand managers to go shell-less themselves.

“While Sheldon may disagree, consumers really do love Wonderful Pistachios No Shells,” said Diana Salsa, senior marketing director, Wonderful Pistachios in a press release. “In fact, the demand for flavored pistachios continues to see incremental growth as we introduce new flavors; Wonderful Pistachios No Shells flavors accounted for 85% of total flavored snack nuts growth this year according to IRI data.”

According to Wonderful, the campaign’s goal is to emphasize the ease and convenience of its no shell products and will also feature a fifth clip – “Flavor Party” – later this year. The “Almost Everyone Loves No Shells” commercials will run on TV, digital streaming platforms, cable outlets and social media through summer 2022.

Harmless Harvest Announces The Beginning of “Spooning Season” With Megan Stalter

Organic dairy-free coconut yogurt maker Harmless Harvest debuted its own take on the cold-weather-induced Cuffing Season trend last month with a new three-part video series. The company teamed up with comedian Megan Stalter for the series in which Stalter offers parody-style tutorials on the art of spooning including techniques she has dubbed “The Big Dipper”, “The Parfait”, and “The Teaspoon.”

“Anyone who is a fan of Harmless knows we don’t take ourselves too seriously,” said Heather Cutter, SVP Sales, Marketing, and Innovation at Harmless Harvest, in a press release. “To bring awareness to our portfolio of products, beyond our organic coconut water… we wanted to do something unexpected, funny, and lighthearted while simultaneously leaning into timely, culturally relevant dialogue, all while giving a nod to our dairy-free yogurt alternative.”

The video series has a separate landing page and also features a competition where customers can win a range of products including the limited edition “Spooning Pillow,” also featured in the video, and Harmless Harvest yogurt cups.

Yasso Teams Up With TikTok Talent For Tastemonial Contest

Frozen greek yogurt marker Yasso tapped social media influencers including foodboss, theyeeetbaby and girlwithnojob to help kick off its new “Tastemonial” contest. The influencers each shared a testimonial of their favorite Yasso flavors and will encourage their followers to enter as well for the chance to win $4,500 and a $500 Yasso gift card.

In order to enter the contest TikTok users must post a video of their own Yasso taste test and review, tag and follow @yassofroyo and use the hashtag #YassoGood in the post. Participants can review any Yasso products, which range from chocolate-dipped bars to its Poppables frozen greek yogurt bites. The contest kicked off earlier this week and will run until December 20. Earlier this year, the brand celebrated its 10 year anniversary with the launch of a Birthday Cake flavor while also partnering with a nonprofit to help support children experiencing homelessness.

Community Coffee Partners Up With Professional Rodeo Cowboys

Family-owned retail coffee brand Community Coffee announced last week that it has partnered with the Professional Rodeo Cowboys Association (PRCA) as its official sponsor. This new alliance will kick off with the Wrangler National Finals Rodeo which will be held throughout the month of December in Las Vegas.

“At Community Coffee, we bring joy to those who help communities thrive, and ranchers, cowboys and farmers are doing just that every day,” said Community Coffee Company President and CEO David Belanger in a press release. “The rodeo community celebrates them, and so do we. Community Coffee is proud to join the millions of ProRodeo fans in making an impact on today’s generation while pouring into the future.”

Earlier this year the coffee company partnered with three high-ranked rodeo competitors – Shane Hanchey, Tuf Cooper and Shad Mayfield – and have each been traveling the rodeo circuit all year while representing Community Coffee. These partnerships are a natural extension of the community-oriented brand, said the company’s Executive VP of Sales and Marketing Leah Herrington in a press release, citing that the pride of cowboys is rooted in an idea of making their communities “stronger and better.”