How do you sell pistachios when all pistachios are the same?
By changing the name to something much more appropriate. Like, Land Clam, for example.
Phase 1: The Question
During the launch of this campaign, Wonderful’s website will reroute to www.PistachioOrLandClam.com where users will vote to choose the name they think fits best: Pistachio, or Land Clam.
Out of Home
Out of home placements will drive voters to the website.
Phase Two: The Arrival
Once Land Clams inevitably emerge victorious, we will announce the arrival of a superior shelled snack.
Stadium Promotion and Vendors
Land Clams Aquarium Takeover
Just because they come from the land doesn’t mean they can’t be enjoyed in close proximity to aquatic life.
Land Clams will be a featured ingredient on an episode of the cooking show Chopped.
AD: Mike Rodriguez