Wonderful Pistachios & Almonds VP Adam Cooper Discusses Tapping Into the Hispanic Market

Tue. February 16th, 2016 - by Jordan Okumura

LOS ANGELES, CA - The Hispanic population here in the U.S. is growing exponentially every year and is a very important market to tap into, Adam Cooper, Vice President, Wonderful Pistachios & Almonds shares with me as we talk about what the brand and company have in store for 2016.

Adam Cooper, Vice President, Wonderful Pistachios & Almonds“We recently partnered with Havas Formulatin, a Hispanic public relations agency, launching a multi-faceted program that aims to improve the brand’s awareness and penetration among this important demographic,” Adam says. “The program will include media relations, community events and consumer and influencer engagement. Additionally, we have developed newly designed in-store displays for our retail partners. We’re really excited to see where we can take the brand as this is the first time Wonderful Pistachios has worked with an agency as Agency of Record for Hispanic Outreach.”

It has been a constant evolution for the ever-popular Wonderful Pistachios & Almonds brand in recent years, and as the company looks to reach into more focused demographics, it is noting major growth across the category. Recently, the company’s in-house agency, Wonderful Agency, created a commercial using beloved Emojis under our iconic Get Crackin’ campaign saying that “Emojis do it, with feeling,” which is proving to be another way that the company is creating excitement about pistachios and almonds.

While the flavor and health benefits speak for themselves in terms of marketing messages, the packaging element is always an important part of any product for the Wonderful brands.

“Wonderful Pistachios iconic black bag stands out in the produce department year-round, as one of the only true brands in that space,” Adam adds. “We have themed bins tied to every major occasion such as Thanksgiving, Holiday, July 4th and major sporting events. The themed bins and POS really do a great job at driving consumers in-store to our displays throughout the season.”

As we look to the coming year of key opportunities to increase sales, Wonderful Pistachios will be looking to promotional periods that include summer snacking as a part of summer barbeques and July 4th spreads. Additional promotional periods for Wonderful Pistachios include large-scale events such as The Big Game (mark your calendars for next year) and March Madness, which the company ties back to themed in-store bins and POS.

“We really push hard to be a part of these key events and a part of every game day gathering here in America,” Adam says.

Wonderful Pistachios are grown in Lost Hills, California, part of the San Joaquin Valley, the agricultural heartland of California. As spring and summer get underway, Wonderful will continue to elevate the brands across its program as the company works with retail partners to build the consumer basket.

Wonderful Pistachios & Almonds