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Wonderful Pistachios has kicked off the fifth season of its “Get Crackin’” campaign, celebrating the unique and unusual ways pop culture icons crack open a pistachio.
This year’s line-up includes five-time NBA champion and Basketball Hall of Famer Dennis Rodman; founder of the Prancercise fitness regimen-turned-viral-video Joanna Rohrback; a pistachio-loving elephant; legendary gorilla Kong Kong; and the chilling shower scene from "Psycho."
The Get Crackin’ ad campaign, first launched in September 2007, has become a barometer for social and internet trends, with former Get Crackin’ cast mates including “The Jersey Shore’s” Snooki, Snoop Lion and internet sensations Psy, Honey Badger and Keyboard Cat.
“Wonderful Pistachios is proud to be celebrating the fifth year of the Get Crackin’ campaign,” said Marc Seguin, vice president of global sales and marketing, Paramount Farms. “Our brand is known for leveraging pop culture icons, internet memes and YouTube sensations, and this year will be no different. We know what type of entertainment our audience wants and there’s definitely something for everyone with this year’s cast.”
The fifth season debuted with more than 5,000 national television spots in shows such as “America’s Got Talent,” “Survivor,” “Good Morning America” and “Late Night with David Letterman.” Additionally, spots will air on cable networks such as Bravo, AMC, Food Network, SyFy and TBS.
In addition to TV, the campaign also will have a strong presence across online, print and social platforms, and will be supported by FSIs, in-store promotion, public relations and sports partnerships with Major League Baseball and the Harlem Globetrotters.
Part of Roll Global LLC, Los Angeles-based Paramount Farms is one of a group of privately owned, affiliated companies that comprise the largest farming operation of tree crops in the world. In addition to pistachios and almonds, Paramount Farms is also the largest producer and exclusive grower of the California Wonderful variety of pomegranates.