Josh Allen Pistachios returns Oct. 12, when Wonderful Pistachios debuts a second-year ad campaign during Monday Night Football. The launch lines up with the Buffalo Bills meeting the Los Angeles Rams, giving the brand a national stage for a partnership built around a quarterback who also owns a pistachio farm.
Oct. 12 on Monday Night Football
The campaign extends The Don't Hold Back Snack humor into a new run of commercials, including Tackle Sled and Resistance Bands. In the first, a teammate stuffs himself inside a training sled to keep from snacking; in the second, another teammate straps himself to a wall to stay away from a bag of pistachios.
Josh Allen said, "I’m excited to be back with Wonderful Pistachios for another year because they keep finding new ways to have fun with the farmer side of my life." He also said, "I get to eat pistachios, make some funny commercials and remind people I actually know my way around a pistachio orchard."
Allen the quarterback, Allen the farmer
Michael Perdigao said Allen is known as an NFL superstar and MVP quarterback and also as a pistachio farmer. He added, "Because as the on-screen disclosure in these ads say, ‘Seriously, Josh Allen really owns a pistachio farm.'" That split identity is the point of the campaign: Allen is presented as both a Bills quarterback and someone with a real agricultural stake in the crop the brand sells.
Earlier this season, Wonderful Pistachios launched a limited-edition Josh Allen package for its 16-ounce Roasted & Salted In-Shell Pistachios. The renewed partnership also includes the Josh Allen Scholarship, which supports students in Allen's hometown of Firebaugh, California and offers up to $12,000 over four years of college.
Billboards, bags and Instagram
The TV launch anchors an integrated campaign that runs through the football season. Wonderful Pistachios will add behind-the-scenes social content and giveaways on The Instagram, including signed jerseys, footballs and a one-of-a-kind bobblehead depicting Allen on a tractor.
Launch-night activations will take place at select Bills Backers bars in New York, Boston, Chicago, Dallas, Denver and Rochester, New York, with complimentary bags of pistachios for fans. For shoppers, the practical sign of the rollout is the package on shelf and the ad buy around a game that reaches a wide NFL audience in one night.
