June 6, 2022
In celebration of Marvel Studios' "I Am Groot," a collection of original shorts coming soon to Disney+, Wonderful Pistachios launched its "Groot Gets Crackin'" campaign to showcase the plant-protein power of Wonderful Pistachios. The campaign, featuring Groot from “Guardians of the Galaxy,” will activate across a wide range of touch points including TV, limited-edition packaging, digital and social media, national sweepstakes, fan experiences as well as photo-worthy point-of-sale displays in stores through Aug. 31.
The Wonderful Pistachios and Marvel Studios' "I Am Groot" collaboration kicked off with a 15-second TV spot is running across linear TV, streaming, digital, social and in select theaters. The spot features the Wonderful Pistachios bag paying homage to its roots with "The Original Plant Protein" written across the screen when a dancing Baby Groot knocks into the text causing the letters to crash to the ground. Groot then frantically sorts through the letters and attempts to fix the mess, but it doesn't go as planned.
"Whether you're battling aliens or afternoon cravings, Wonderful Pistachios are a healthy, tasty treat that will make any fun nut want to dance," says Adam Cooper, senior vice president, marketing, The Wonderful Company. "To us, this felt like such a natural collaboration, one that we could really grow from the ground up and have a lot of fun across the galaxy."
A limited-edition 24-ounce bag of Wonderful Pistachios Roasted & Salted will feature the baby tree. Accompanied by "I Am Groot"-themed in-store point-of-sale displays to reach shoppers, the collectible bag will be available starting in early July and sold exclusively in-store and online by Walmart in the U.S. while supplies last.
"Groot is such a fan-favorite character and Wonderful Pistachios' 360-campaign is putting the little guy front and center," says Mindy Hamilton, senior vice president, global partnership marketing, Marvel Studios. "Our creative team worked hand-in-hand with "I Am Groot" filmmakers, Wonderful Pistachios and Framestore to create maybe the cutest advertisement ever."
Complementing the campaign will be the "Groot Gets Crackin'" sweepstakes at Wonderfulpistachios.com/groot-sweepstakes offering a chance at one of 31 prizes, including a grand prize trip to Las Vegas to visit Marvel's Avengers S.T.A.T.I.O.N., along with a year's supply of Wonderful Pistachios. Open now until 11:59 p.m. EDT on Aug. 28, the grand prize trip includes round-trip airfare for up to two adults and two children, five nights luxury hotel accommodations, VIP tickets to the “Marvel's Avengers” S.T.A.T.I.O.N. interactive exhibit, $1,000 in spending money, a private pool cabana with $500 to spend on food and beverage service, daily breakfast and more. Thirty first-prize winners will receive limited-edition "I Am Groot" and Wonderful Pistachios dual-branded gift box including a T-shirt, reusable water bottle and pistachios. Winners will be selected at random
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