The Drum Awards for Marketing - Extended Deadline

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Date: Nov 2018
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Not even the grumpiest creature can resist the taste of a pistachio, not even The Grinch. A campaign for Wonderful Pistachios, featuring the notoriously sour animated character finds The Grinch breaking into a grin after eating the treat.

The campaign is a cross-promotional celebration of the licensing agreement between Wonderful Pistachios and the upcoming animated feature, Dr. Seuss’ The Grinch, and it plays on the greenness of the character and the snack.

Throughout the integrated multimillion-dollar marketing campaign, the anti-holiday Grinch goes through an emotional roller coaster when he finds himself actually enjoying something during the holidays: Wonderful Pistachios.

The campaign includes two new commercials created by the Wonderful Company’s in-house agency and animated by Illumination. In the first commercial, a frowning Grinch is caught off-guard by how much he enjoys the taste of Wonderful Pistachios. And though he physically forces his face back into a frown, there’s no hiding the power of Wonderful Pistachios to put a smile on even the Grinchiest of faces. The second commercial, which starts airing November 26, features the Wonderful Pistachios No Shells brand for the first time on television. In this spot, the Grinch doesn’t steal Christmas as much as he swipes the best part of it: the No Shells pistachios stuffing the stocking of the Whos of Whoville.

Credits

WONDERFUL AGENCY

Wonderful Pistachios

The Grinch Campaign

Client: Wonderful Pistachios

Vice President of Marketing: Adam Cooper

Director of Marketing: David Johnston

Agency: Wonderful Agency

President: Michael Perdigao

Chief Creative Officer: Darren Moran

Executive Creative Director: Amber Justis

Creative Director: Mike Condrick

Creative Director: Jason Fryer

Motion Graphics Director: Mike Hand

ACD/Art Director: Matt Koulermos

Senior Copywriter: Janna Carney

Integrated Producer: Matt Conrad

Account Supervisor: Ricci Ruden

Senior Project Manager: Nicole Klein

Project Manager: Austyn Frostad

Production: Illumination Entertainment