Since January the 2013 “Power of Pistachios” campaign has already reached more than 3.2 billion consumers with the good news about American pistachios. This year’s campaign kicked off with a huge Super Bowl bang, the 2013 Love Nut promotion, a warm welcome to APG’s newest brand ambassador Jeremy Jones, and more positive nutrition research results.
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APG teamed up with Executive Chef Tory McPhail of the iconic Commander’s Palace in New Orleans, and APG’s Sport Nutrition Ambassador Becci Twombley, to showcase the “Power of Pistachios.” Via a live satellite media tour (SMT), they showed consumers how to put some pistachio pizzazz into their football gathering. The New Orlean’s style Super Bowl satellite media tour resulted in 19 television interviews and 7 radio interviews across the USA. American Pistachio Growers distributed a nationally syndicated news release encouraging consumers to add some New Orleans flavor to their game-day recipes by using American pistachios. More than 1,338 print and online clips resulted in nearly 30 million impressions. The release was picked up by numerous outlets including: Los Angeles Times, San Francisco Chronicle, Examiner.com, Daily Citizen and local TV markets.
Professional snowboarder Jeremy Jones has joined the APG athlete ambassador team, claiming American-grown pistachios as his “Official Snack.” The press-release announcing Jeremy Jones as APG’s newest brand ambassador garnered more press coverage —reaching over 99 million consumers— than any other APG release. Word spread quickly about how, according to Jeremy Jones, American pistachios provide the proper nutrition to continue to push the limits of what’s possible. Numerous publications picked-up the story including: Transworld, Business, Outdoor Industry Association, SNEWS, Yahoo!, Boardistan.com. Media ad value: $1,198,815 Jeremy Jones was featured on ABC’s Nightline, capping off a run of media coverage that also included the Wall Street Journal and New York Times. He was also honored by the White House as a Community Resilience Leader “Champions of Change.”
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APG Sport Nutrition ambassador Sacramento and Company and
focused on the Love Nut and how to get you Valentine ready.
APG’s Executive Director, Richard Matoian is quoted in the article. Impressions: 4 million Media Value: $500,000
APG Love Nut boxes filled with
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THE UNITED STATES Susan G. Komen, Palm Beach, Palm Beach, FL Susan G. Komen, Atlanta, Atlanta, GA Susan G. Komen, Columbus, Columbus, OH Susan G. Komen, St. Louis, St. Louis, MO USA Open Water Polo, Huntington Beach, CA USA Water Polo Jr. Olympics, Orange County, CA
THE UNITED KINGDOM Bath Half Marathon, Bath Reading Half Marathon, Reading Adidas Silverstone Half Marathon, Silverstone Canary Wharf, Spring London Brighton Marathon, Brighton Virgin London Marathon, London BUPA Great Manchester Run, Manchester British Gas Great London Swim, London BUPA London, London
APG has joined forces with the organizers of these events
Castle Triathalon Series British Gas Great East Swim
to spread the powerful pistachio nutrition message to active
British Gas Great North Swim
consumers. Through the events promotional activities which
British Gas Great Manchester Swim, Manchester
include a press release, journalist events as well as the
British 10k London Run, London
inclusion of APG’s logo on pre-promotional materials (race mailer, website and banners) APG has garnered extensive
British Gas Great Scottish Swim Ride London, London Pink Aerobics and Zumbathons
media coverage. APG had placed nearly 1 million sample
The Royal Parks Half Marathon & Food Festival
packages with nutrition information in the race packs of
BUPA Great Edinburgh Run, Edinburgh
runners and cyclists and at other sports events.
Canary Wharf- Winter’s Most Wanted, London
APG sample packs are in included in the race goody bags along with other nutritional snacks such as bananas, apples, water and juice. Runners not only sampled delicious pistachios but also read about their nutritional benefits which are strategically located on the back of APG’s sample pack.
GERMANY
SPAIN
Mountain Bike Race, Dresden
Coruna 10k, Coruna
Mountain Bike Race, Altenberg
Mediomaraton, Valencia
Reebok Women’s Run, Munich
Business Leaders Run 6 & 10k, Madrid
AVON Run Berlin
San Silvestre Race, Madrid
Women’s Run
International Marathon of Castellon, Castellon
Hotel Berlin/Berlin Marathon
Sevilla’s Marathon, Sevilla
Men’s Health Urbanathlon
Madrid Half Marathon, Madrid
Challenge Woman Race Roth
A Coruna’s Marathon, Coruna
Berlin Marathon Frankfurt City Triathlon
FRANCE
ITU World Triathlon Hamburg
Nike Run, Paris
Vattenfall Cyclassics , Hamburg
Marathon of Montpellier, Montpellier Marathon du Grand Toulouse, Toulouse
ITALY
Marathon of La Rochelle, La Rochelle
Mezza Maratona di Bologna, Bologne
Marathon of Paris, Paris
Rome Marathon, Rome
Running in Arcachon
Stramilano, Milan
Running in Versailles
Avon Running, Bari, Florence, Genoa, Milan
10K in Paris, Paris
Stramini, Rimini
Partnership with METRO Versailles, Versailles Running in Toulouse, Toulouse Partnership with METRO Toulouse, Toulouse Marathon/Half Marathon of Lyon, Lyon
In celebration of National Pistachio Day (February 26) researchers released the good news worldwide that a daily intake of pistachios aids in weight control and delivers a healthy dose of important antioxidants to the body. Hundreds of leading publications and newspapers published the story.
Italy’s popular food blog, “Sorelle in Pentola e Chiara Maci,” challenged bloggers to create happy hour recipes using inshell American pistachios. The prize: a supply of American pistachios and the opportunity to cook side-by-side with celebrity chef Chiara Maci on the popular TV cooking show Cuochi e fi amme. Forty recipes were posted on the blog Sorelle in Pentola.com. The winning recipe combined in-shell pistachios with oil and spices. Then, using parmesan cheese and albumen, recreated the shell of the pistachio. Impression: 70,000 consumers
APG’s 2013 Love Nut Promotion Spreads the Love in the United Kingdom, Italy, Spain and China Hearts are a universal symbol of love. Pistachios can help keep hearts healthy. The Love Nut promotion focuses on heart health and weight management. Journalists in all countries received a lovable box of American pistachios with the good news about their benefits for men and women. In Spain, 22 journalists attended a Love Nut Journalist event. In the U.K., APG’s mascot, American Pistachio, hand delivered the love nut boxes to the London media via a taxi cab wrapped in the “Power of Pistachios.” APG’s U.K. health fitness and love nut ambassador Dr. Christian Jessen took to the airwaves, broadcasting to over 2.6 million consumers about the powerful benefits of America’s pistachios.
American Pistachio Growers combined competitiveness, nutritional savvy and tempting treats to attract visitors to the American pistachio experience at SIRHA, the world hospitality and foodservice event held in Lyon, France. APG joined in the prestigious La Coupe du Monde de la Patisserie (The World Pastry Cup) with a gold-level sponsorship of Pastry Team USA. Dubbed the “most delectable competition in the world” this event features teams representing 20 countries in what becomes an exhausting 10-hour competition. During this event, the world’s best chefs showcase their artistic skills in pastry, chocolate, sugar and ice cream creations. Pastry Team USA created desserts that included American pistachios.
In an exclusive cooking class with APG’s Chef Omar Allievi, 20 Italian journalists and bloggers learned how to create a culinary feast using American pistachios. Donned in APG branded aprons, the “chefs” formed teams with each preparing a portion of the American pistachio five-course menu. The event was filmed by the Italian lifestyle TV channel, Class TV. Chef Omar was also interviewed for the food TV program Sapori e Profumi.
APG’s second season of the “Power of Pistachios” promotion in Bischofsmais, Germany’s popular skiing, hiking and mountain biking getaway was featured on Donau TV. The segment aired more than 23 times on cable TV, eight times on digital TV and once during the six o’clock primetime viewing hour. Donau TV has more than 34,000 daily viewers and a technical reach of 262,000 viewers. Through the Bischofsmais promotion, APG expects to reach over 25,000 active consumers. Park visitors will find the powerful message on APG sample packs, banners, table tents, postcards, and on lunch and dinner menus featuring pistachio dishes created by Chef Roland Hollenrieder. The promotion runs from January through September 2013.
Just in time for Christmas, APG released an American pistachios Christmas story to the German media. It included holiday gift ideas using
healthy
pistachios
and
Christmas
spices. More than 35,000 online and print publications representing sports, health and fitness published the story spreading the cheer to thousands of German consumers.
APG’s 2013 Miss California China Tour kicked off in glamorous fashion in Shanghai with a press conference at the Cityshop Riyueguang Plaza in Xujiahui, followed by the official opening at the Super Brand Mall in Lujiazui. Other media events included an interview with the Shanghai press, a photo shoot with TrendsHealth magazine and a TV interview with Miss California on Fun Lifestyle, a national television talk show. Nutrition seminars were conducted in Shanghai and Guangzhou where pistachio nutrition and American Pistachio Growers’ product, food safety and growing practices were discussed. Retail promotions were held in supermarkets in Guangzhou, and Chengdu, and at JUSCO Tianhecheng, PARKnSHOP Xinyicheng and Ito-Yokado. In Chengdu, the final stop of the tour, the American Consul General, Peter Haymond, and Director of the Agricultural Trade Office of Chengdu,Morgan Haas, welcomed our APG ambassadors.