Better Nut reinvents pistachios as urban consumer’s grab-and-go snack

Delhi-based Prishi Khanna fondly remembers her childhood when her mum’s box of dried nuts was the ultimate energy boost during long days at school followed by extra-curricular activities. Now, as a busy professional juggling assignments with a coffee in hand, she laments the lack of healthy, convenient snacks.

Spotting a giant pistachio hoarding during her commute, Khanna saw a sign—literally—to reclaim her childhood habit. With a promise to herself, she is now packing a packet of pistachios every day, blending nostalgia with a modern quest for on-the-go health.

The hoarding that caught Khanna’s eye was part of Wonderful Pistachios' first international advertising campaign for California Pistachios. Called ‘The Better Nut’, it was designed to underscore the nutritional benefits of California pistachios as a delicious, guilt-free, and complete protein snack, aiming to boost the category awareness and reframing pistachios as an everyday, healthy choice.

The global pistachio producer and distributor collaborated with its in-house agency, Wonderful Agency, with creative adaptation by DDB Mudra and media execution by PHD India (part of Omnicom Media Group) for this campaign, which kicked off in January 2025. The initiative seeks to connect deeply with the Indian market through a fusion of global messaging and regional relevance.

Diana Salsa, vice president of marketing at Wonderful Pistachios, pointed out that India was a dynamic and growing market with a deep appreciation for nutritious and versatile foods. “With its rich culinary traditions and a rising focus on healthy lifestyles, The Better Nut offers an incredible opportunity for us to connect with consumers who value the quality, taste, and benefits of incorporating pistachios into their daily diet. Over the last six years, pistachio consumption in India has doubled, driven by a growing awareness of these nuts’ nutritional benefits,” she said.

High-traffic locations in Mumbai, Delhi and Bengaluru were meticulously selected to display the 3D installations.

The campaign’s striking visual centerpiece—a flexing arm made entirely of California pistachios—is being showcased on billboards, unipoles, newspapers, and in-app Amazon promotions, delivering a clear message on the health advantages and protein content of the product.

Addressing the campaign’s positioning of pistachios as a protein-packed snack, Salsa stated, “We see the younger generation becoming more health conscious with active lifestyles, and we want them to know they can depend on California Pistachios to support their needs.”

A global study by Wonderful Pistachios across 10 countries reveals a rising demand for healthier snacks and plant-based protein among urban Indians, with 86% of consumers seeking protein and 58% placing greater importance on health than taste. The research further shows that nuts are the second most popular snack in India, with 86% of shoppers purchasing them and 66% of urban Indians snacking on pistachios.

“Protein is a nutrient of concern in India, and California Pistachios can help fill that gap by providing all nine essential amino acids. They are a quality, tasty, and nutritious nut, perfect for on-the-go snacking all year long – not just during the festive season,” Salsa claimed.

Talking about using visual messaging to underscore the company’s objective to inspire people to make healthy snack choices, Michael Perdigao, president of The Wonderful Agency, remarked, “The Better Nut campaign uses clean and impactful visuals that make it easy to understand why pistachios are a smart snack for any time of day.” He emphasised that the campaign’s design was meant to present pistachios as a wholesome option that meets modern nutritional needs without distractions from extraneous messaging.

Diana Salsa, vice president of marketing at Wonderful Pistachios.

Harshada Menon and Siddhesh Khatavkar, executive creative directors from DDB Mudra ensured that the adaptation of ‘The Better Nut’ campaign aligned with Indian cultural nuances while preserving its global essence. “We know people are busy, and to capture that message and campaign recall, we need to keep it simple,” Menon told Campaign.

California Pistachios also conducted extensive research on the Indian market, asking people what they were looking for in their snack choices and larger food habits. Fortunately for them, nuts are already a well-loved staple, especially when the festive season comes around.

Moreover, and India has a culture that values taste. “So, in one lean campaign, with very few words, we successfully highlighted California Pistachios for its quality, taste, and nutrition. The campaign is product benefit driven and without any distractions,” Menon added.

Khatavkar elaborated, “Consumers are being approached from brands at every angle, so to find something unique like the 3D pistachio installation gives us a moment to really shine. We wanted the protein in pistachios to stand out to people in a way that is almost unmissable, and make ‘health’ the core reason why they would want to consume pistachios.”

He claimed that the 3D billboards helped catch eyeballs across cluttered spaces, and made people actually ask questions about pistachios. He now hopes this memory will carry through to their next grocery trip.

Providing further insights on the media strategy, Monaz Todywalla, CEO of PHD India explained that California Pistachios’ first campaign in India called for a launch strategy that made it stand out and got the conversation going. In an age where consumers are bombarded with content across countless touchpoints, the key to impact isn’t more—it is meaningful.

Monaz Todywalla, CEO of PHD India.

“For highly cluttered categories, where brands fight for fleeting attention, a sharper, more intentional media strategy is more likely to cut through the noise,” she added. Todywalla highlighted that PHD India meticulously selected high-traffic locations in Mumbai, Delhi, and Bengaluru to display the 3D installations and print ads, thereby maximising visibility and engagement.

“We made an impression by leveraging the power of high-impact media including OOH formats that provided the scale and stature needed to command attention while the credibility of print ensured that the brand's message resonated with discerning consumers,” she claimed.

In 2022, Wonderful Pistachios collaborated with Marvel Studios to roll out the ‘Groot Gets Crackin’ campaign. This showed the eponymous Marvel character in engaging TV spots, limited packaging, and national sweepstakes.

When probed about whether Wonderful Pistachios plans to replicate similar character-driven activations tailored for the Indian market, Salsa clarified, “At the moment we do not have any character-driven activations planned. With The Better Nut campaign, our superhero is the pistachio itself. We want to highlight all the benefits packed into this nut without any distractions.”

However, she revealed that the company was always willing to consider meaningful collaborations that would educate consumers on the benefits of pistachios and encourage mindful healthy snacking in the Indian market. Since its operations in India are under the California Pistachios banner, any character-driven activations would likely come from partner brands.