Wonderful Pistachios is showcasing flavor and fun with its newest marketing campaign, “The Don’t Hold Back Snack.”

In anticipation of a record-setting California pistachio harvest this fall, there will be five new advertising spots directed by Harold Einstein and a bold, nine-market out-of-home blitz. The fully-integrated, 360-degree campaign reminds consumers why this nut continues to dominate snack aisles, produce sections and viral recipes on social media.

“People have been conditioned to think snacking is inherently bad – to feel guilty when snacking. The real issue is the abundance of convenient junk food on the market, not the act of snacking itself. That’s what ‘The Don’t Hold Back Snack’ is all about,” says Michael Perdigao, president of The Wonderful Agency. “Snacking doesn’t have to be the enemy, and Wonderful Pistachios is that not-so-guilty pleasure that tastes great while being great for you.”

The Don’t Hold Back Snack campaign embraces satire with spots featuring consumers making over-the-top efforts to stop snacking altogether, rather than simply snacking smarter. Live now, “Cement Hands” features a hungry office worker encasing her hands in cement to stop from snacking, while “Bear Hug” shows a library visitor who enlists a grizzly bear to physically hold him back from snacking. Three additional spots will roll out over the next few weeks across cable outlets, digital streaming platforms and social media.

Wonderful Pistachios will also advertise on celebrity-hosted podcasts to authentically engage listeners through trusted voices to highlight the snack’s benefits. Featured podcasts include The Late Show Pod Show With Stephen Colbert, The Lonely Island and Seth Meyers Podcast, Conan O’Brien Needs a Friend, Dear Chelsea and The Bald and Beautiful. Sports-focused podcasts include Pardon the Interruption and 4th&1 Podcast With Cam Newton.

“Whether fitness, food, or lifestyle podcasts, pistachio messaging fits seamlessly into relatable content that aligns with consumer interests at every intersection,” says Diana Salsa, vice president of marketing at Wonderful Pistachios. “Additionally, the on-demand nature of this campaign allows us to reach audiences on their own terms – whether during commutes, workouts, or leisure time – maximizing exposure and impact.”

Launching June 2, Wonderful Pistachios has a new out-of-home campaign that spans nine major US markets: Baltimore, Boston, Charlotte, Dallas-Fort Worth, Miami-Fort Lauderdale, Minneapolis-St. Paul, New York City, Philadelphia and Washington, DC.

Combining traditional and digital promotional tactics – including a few firsts for the brand – the campaign enhances awareness of Wonderful Pistachios as a healthy and convenient snack that makes every day feel like a cheat day.

Highlights of the out-of-home activations include:

• Over-the-top transit “station dominations” with branded turnstiles, staircases, boarding platforms and more, at high-traffic commuter stops like North Station in Boston, Columbus Circle in New York City and Metro Center in Washington, DC
• 3D anamorphic billboards in New York City and Philadelphia, creating the illusion that the ads extend into the real world
• More than 60 large billboards across all nine markets
• Vibrant transit wraps on trolleys in Miami and buses in Philadelphia and Washington, DC

The campaign will also feature innovative point-of-sale (POS) displays. These eye-catching displays capture consumer attention at the moment of purchase, boosting visibility and driving impulse buys.

“People are just starting to see the tip of the iceberg when it comes to the versatility of pistachios, and they’re not holding back – they’re documenting and sharing it like never before,” adds Salsa. “From pistachio lattes to Dubai chocolate and even perfumes, pistachios add a pop of bright green that other snack nuts can’t match – and it’s making for a seriously Insta-worthy campaign.”