Download - July 2013 American Pistachio Growers eNews
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.
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 fl avor 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.
APG released a nationally syndicated news release after the holiday season. Since then the release has generated more than 29 million impressions with an ad value of $319,849.
Professional snowboarder Jeremy Jones has joined the
APG athlete ambassador team, claiming American-grown
pistachios as his “Offi cial 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.”
Leading up to Valentine’s Day A
information about the nutritional a
pistachios were delivered to mo
outlets.
APG Sport Nutrition ambassador
Sacramento and Company and
focused on the Love Nut and how
to get you Valentine ready.
APG Love Nut boxes fi lled with
and health benefi ts of American
ore than 150 radio and news
r Becci Twombley appeared on
Arizona’s Mid Day – segments
w pistachios are the perfect food
APG’s Executive Director, Richard
Matoian is quoted in the article.
Impressions: 4 millionMedia Value: $500,000
APG has joined forces with the organizers of these events
to spread the powerful pistachio nutrition message to active
consumers. Through the events promotional activities which
include a press release, journalist events as well as the
inclusion of APG’s logo on pre-promotional materials (race
mailer, website and banners) APG has garnered extensive
media coverage. APG had placed nearly 1 million sample
packages with nutrition information in the race packs of
runners and cyclists and at other sports events.
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 benefi ts which are
strategically located on the back of
APG’s sample pack.
THE UNITED STATESSusan G. Komen, Palm Beach, Palm Beach, FLSusan G. Komen, Atlanta, Atlanta, GASusan G. Komen, Columbus, Columbus, OHSusan G. Komen, St. Louis, St. Louis, MOUSA Open Water Polo, Huntington Beach, CAUSA Water Polo Jr. Olympics, Orange County, CA
THE UNITED KINGDOMBath Half Marathon, BathReading Half Marathon, ReadingAdidas Silverstone Half Marathon, SilverstoneCanary Wharf, Spring LondonBrighton Marathon, BrightonVirgin London Marathon, LondonBUPA Great Manchester Run, ManchesterBritish Gas Great London Swim, LondonBUPA London, LondonCastle Triathalon SeriesBritish Gas Great East SwimBritish Gas Great North SwimBritish Gas Great Manchester Swim, ManchesterBritish 10k London Run, LondonBritish Gas Great Scottish SwimRide London, LondonPink Aerobics and ZumbathonsThe Royal Parks Half Marathon & Food FestivalBUPA Great Edinburgh Run, EdinburghCanary Wharf- Winter’s Most Wanted, London
GERMANYMountain Bike Race, DresdenMountain Bike Race, Altenberg Reebok Women’s Run, Munich AVON Run BerlinWomen’s RunHotel Berlin/Berlin MarathonMen’s Health UrbanathlonChallenge Woman Race RothBerlin MarathonFrankfurt City TriathlonITU World Triathlon HamburgVattenfall Cyclassics , Hamburg
ITALYMezza Maratona di Bologna, BologneRome Marathon, RomeStramilano, MilanAvon Running, Bari, Florence, Genoa, MilanStramini, Rimini
SPAINCoruna 10k, CorunaMediomaraton, ValenciaBusiness Leaders Run 6 & 10k, MadridSan Silvestre Race, MadridInternational Marathon of Castellon, CastellonSevilla’s Marathon, SevillaMadrid Half Marathon, MadridA Coruna’s Marathon, Coruna
FRANCENike Run, ParisMarathon of Montpellier, MontpellierMarathon du Grand Toulouse, ToulouseMarathon of La Rochelle, La RochelleMarathon of Paris, ParisRunning in ArcachonRunning in Versailles10K in Paris, ParisPartnership with METRO Versailles, VersaillesRunning in Toulouse, ToulousePartnership with METRO Toulouse, ToulouseMarathon/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.
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 benefi ts 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 fi tness and love nut ambassador Dr. Christian Jessen took to the airwaves, broadcasting to over 2.6 million consumers about the powerful benefi ts of America’s pistachios.
Italy’s popular food blog,
“Sorelle in Pentola e
Chiara Maci,” challenged
bloggers to create happy
hour recipes using in-
shell 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
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 fi ve-course
menu. The event was fi lmed 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 fi nd 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
fi tness 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 offi cial 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 fi nal stop of the tour, the American
Consul General, Peter Haymond, and Director of
the Agricultural Trade Offi ce of Chengdu,Morgan
Haas, welcomed our APG ambassadors.