Wonderful Pistachios has announced a new collaboration with Buffalo Bills quarterback Josh Allen. The Wonderful Pistachios partnership will feature Allen as the face of the brand’s national advertising campaign launching this fall.
Fall Campaign to Launch with Allen at the Center
A fourth generation pistachio grower, Allen hails from Firebaugh, California. His family’s crops join Wonderful Pistachios’ supply chain, so the partnership between the two is a natural one. The brand is the world’s biggest producer and marketer of pistachios; most of these are grown and processed in California’s Central Valley.
The effort features what his campaign is calling television ads that comport with a comedic theme. The ads will debut at the beginning of the football season and will run across TV, digital and social platforms. The content will highlight pistachios as a high protein snack ideal for athletes, fans and families.
As part of the project, Wonderful Pistachios and Allen are launching a college scholarship fund for high school students in California’s Central Valley. The scholarship will be established this fall, with the goal of assisting students continuing their education in the area where the brand, and Allen, have familial ties.
The partnership with Wonderful Pistachios showcases a common dedication to agriculture, healthy snacking and supporting local communities. His ag background and the brand’s long history in the Central Valley link up through the collaboration.
The partnership also aligns with Wonderful Pistachios’ position as a leading snack brand for sports viewers. One in three pistachio consumers snack while watching sports, with football as the most popular occasion.
The Wonderful Pistachios partnership will begin with the national campaign’s official debut this fall.
