Wonderful Pistachios takes a crack at Hispanic marketing

  Wonderful Pistachios has selected Havas Formulatin as its first Hispanic PR AOR, following a competitive review, as it moves to more aggressively target the market segment in the US. The California-based pistachio and almond grower and processor brought on Havas Formulatin last month, following a two-month RFP process comprised of two rounds. The firm is the Hispanic division of Havas Formula. Havas Formula president Michael Olguin told PRWeek that the pitch was “competitive,” but did not provide the names of competing firms. The contract is annual. A representative from Wonderful Pistachios was not available for comment. The firm is planning to launch a multifaceted program to improve awareness of Wonderful Pistachios and its penetration among Hispanic consumers ages 18 to 65. The program will include an “aggressive” media relations campaign, community events, and consumer and influencer engagement. Wonderful Pistachios’ in-house team is handling social media. “We are communicating that pistachios are a really nutritious and healthy snacking option for the Hispanic consumer,” said Olguin. Havas Formulatin is also building a “robust” influencer program to get the word out to the Hispanic market about Wonderful Pistachios’ products. To read the rest of the article at PR Week, please click here.