In celebration of Marvel Studios’ “I Am Groot,” a Collection of Original Shorts debuting on Disney+ this year, Los Angeles-based Wonderful Pistachios launched its “Groot Gets Crackin’” campaign to showcase the plant-protein power of Wonderful Pistachios.
The campaign, featuring Guardians of the Galaxy character Groot, 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 June 6 with a custom 15-second TV spot that ran across linear TV, streaming, digital, social and in select theaters. The spot features the iconic 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 all the letters to crash to the ground. Groot 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,” said Adam Cooper, SVP of marketing for The Wonderful Co. “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.”
Fans of the character will be captivated by a limited-edition 24-oz. bag of Wonderful Pistachios Roasted & Salted. 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,” said Mindy Hamilton, SVP of global partnership marketing with 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.”
To compliment the campaign, fans can enter the “Groot Gets Crackin’” sweepstakes at wonderfulpistachios.com/groot-sweepstakes for a chance at one of 31 prizes, including a grand prize trip to Las Vegas to visit Marvel’s Avengers STATION, along with a one year’s supply of Wonderful Pistachios.
Open now until 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 Marvel’s Avengers STATION, $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 a limited-edition “I Am Groot” and Wonderful Pistachios dual-branded gift box including a T-shirt, reusable water bottle and pistachios. The winners will be selected at random.
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