Wonderful Pistachios, a grower and processor of pistachios and distributor of California Pistachios, is celebrating the launch of California Pistachios’ first international advertising campaign, ‘The Better Nut’. This initiative communicates the nutritional benefits of California pistachios, aiming to increase category awareness and position them as a delicious, guilt-free and complete protein snack.
The campaign’s centerpiece is a visual featuring an arm flexing its muscles crafted entirely of California pistachios in their vibrant green hue. This imagery will be showcased across billboards, unipoles, newspapers, and in-app promotions on Amazon. The messaging highlights California pistachios as a tasty and guilt-free snack boasting essential vitamins, minerals and other nutrients that promote well-being.
The Better Nut draws insights from a global study conducted by Wonderful Pistachios across 10 countries, revealing a rising demand for healthier snacks and plant-based protein among urban Indians.
Key findings include
86% of consumers seek protein in their diets.
58% of Indian consumers perceive health to be more important than taste
Nuts are the second most popular snack in India, with 86% of shoppers buying them and 66% of urban Indians snacking on pistachios.
The ICMR-National Institute of Nutrition (ICMR-NIN), recommended including nuts such as pistachios as a healthy snack and an essential source of plant protein in a balanced diet. A serving of 28 grams of California pistachios contains 6 grams of protein, fiber, and unsaturated fats, making them ideal for mindful snacking.
Diana Salsa, vice-president of marketing at Wonderful Pistachios, stated, “India is a dynamic and growing market with a deep appreciation for nutritious and versatile foods. With its rich culinary traditions and a rising focus on healthy lifestyles, The Better Nut offers an incredible opportunity for us to connect with consumers who value the quality, taste and benefits of incorporating pistachios into their daily diet. Over the last six years, pistachio consumption in India has doubled, driven by a growing awareness of these nuts’ nutritional benefits.”
The campaign is a collaboration between Wonderful Pistachios’ in-house agency, Wonderful Agency, DDB Mudra for creative adaptation and PHD India, part of the Omnicom Media Group, for media execution.
Michael Perdigao, president of The Wonderful Agency, The Wonderful Company’s in-house agency, commented, “The Better Nut campaign inspires us to see that making a healthy snack choice is simple. This new campaign uses clean and impactful visuals that make it easy to understand why pistachios are a smart snack for any time of day.”
The campaign will run for three weeks, targeting high-traffic locations across Mumbai, Delhi, and Bengaluru. Select billboard sites in these cities will feature the 3D installations of a giant pistachio to enhance engagement. The print advertisements will appear in a leading newspaper, while a customized Amazon storefront will elevate category visibility, featuring QR codes on creatives to streamline purchasing from leading brands in India offering California pistachios.
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An English-language food and beverage processing and packaging industry B2B platform in print and web, IndiFoodBev is in its third year of publication. It is said that the Indian food and beverage industries represent approximately US$ 900 billion in revenues which implies more than 20% of the country’s GDP. Eliminating the wastage on the farmside can help to deliver more protein to a higher number of the population apart from generating sizable exports. The savings in soil, seeds, water, fertilizer, energy and ultimately food and nutrition could be the most immense contribution that country is poised to make to the moderation of climate change.
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Naresh Khanna – 10 February 2025
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