Wonderful Pistachios is doubling down on its Josh Allen partnership with a fresh, football-flavored chapter of “The Don’t Hold Back Snack” campaign—and a real-world assist for students in the Bills QB’s hometown.
Directed by Harold Einstein and created by The Wonderful Agency, the new :30s and :15s lean into Allen’s dual life as NFL star and bona fide pistachio grower (his family farm in California’s Central Valley supplies the brand).
The first spot, “Ice Breaker,” premiered Oct. 5 during Sunday Night Football (Bills–Patriots on NBC); additional films will be released across cable, streaming, and social media throughout the rest of the season. Shot with Einstein’s deadpan, pile-on visual gags, the locker-room set pieces feature Allen talking teammates out of extreme anti-snacking tactics—because the fix is more straightforward: grab Wonderful Pistachios. Watch below:
“Josh showed up ready to work, and I have to admit, we squeezed a season’s worth of content into a single day,” said Diana Salsa, VP of Marketing, Wonderful Pistachios. “Turns out, he’s as good at hitting comedic timing as he is at hitting wide receivers.”
The new ads join five earlier Einstein spots from the spring—“Cement Hands,” “Lilliputians,” “Bear Hug,” “Crocodile,” and “El Stachio.”
Beyond the media blitz, Wonderful Pistachios and Allen unveiled the Josh Allen Scholarship, aimed at first-generation seniors at Firebaugh High School (Allen’s rural farming hometown). Selected students receive application guidance and up to $12,000 over four years toward higher education.
“Partnering with Wonderful Pistachios allows me to honor where I come from and give back to the community that shaped me,” said Allen. “It’s about fueling fans and athletes with a great snack—and planting seeds of possibility for the next generation.”
“This goes beyond a celebrity endorsement,” added Michael Perdigao, President, The Wonderful Agency. “Josh’s connection to our orchards and his on-screen commitment bring the message to life.”
Life-size Josh Allen standees and new point-of-sale displays are hitting retailers nationwide. Social and PR activations will amplify the launch with behind-the-scenes and a bloopers reel on Allen’s channels.
CREDITS:
BRAND: Wonderful Pistachios (The Wonderful Company)
VP, Marketing: Diana Salsa
AGENCY: The Wonderful Agency
President: Michael Perdigao
PRODUCTION COMPANY:
Director: Harold Einstein
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