P2PI Member Spotlight: The Wonderful Co.

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P2PI Member Spotlight: The Wonderful Co.

By Charlie Menchaca - 07/17/2020
Wonderful Pistachios
Images from The Wonderful Co.'s Wonderful Pistachios "Almost Everyone Loves No Shells" marketing campaign.

Headquartered in Los Angeles, The Wonderful Co. is a privately held $5 billion global company dedicated to harvesting health and happiness around the world through its iconic consumer brands. It is known for leading and innovating through a variety of initiatives and product launches across its brand portfolio, which includes Wonderful Halos, Wonderful Pistachios, POM Wonderful, Wonderful Seedless Lemons and others that offer consumers fresh, healthy foods that nourish, replenish and refresh. Path to Purchase IQ managing editor Charlie Menchaca recently asked Stacy Jaffa, Wonderful Co. senior marketing manager, a few questions.

Tell us about a recent campaign or program for one of your products.

JAFFA: “Wonderful Pistachios No Shells” appeared on TV for the first time in 2019, when lovable antagonist Sheldon the Tortoise was introduced in the brand’s comical TV and digital campaign, “Almost Everyone Loves No Shells.” The campaign runs through 2020 and is amplified by a large-scale social and digital campaign, FSIs, public relations and influencer marketing.

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How does your company plan to use its P2PI membership resources?

JAFFA: The Wonderful Co. uses its P2PI membership to learn and gain a better understanding of the shopper marketing world. Whether it’s the retailer or channel information, the tactics and trends, or the networking and hosted events, we hope to continue using our membership to inform our current shopper marketing programs and be a value-added component to future planning. 

What are your predictions for the future of marketing, and how will your company navigate that future? 

JAFFA: The Wonderful Co. is poised to continue being a strong leader in the produce category, a position it has established from years of innovation across its brand portfolio. Our nimble and entrepreneurial strategies are a result of outside-the-box thinking that’s allowed our brands to reach consumers across a variety of different platforms, which always are evolving. By continually disrupting the market to create value for retail partners, the company will continue to meet the demand for healthy and tasty snacks and beverages for years to come.

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