Wonderful Pistachios Partners With French Athletes Ahead of 2024 Olympics; Tom Hazelof Comments

Wonderful Pistachios has tapped some up-and-coming idols for its latest campaign, bringing globally recognized prowess three-fold to the move.

The supplier has announced its partnership with three French Olympic athletes as part of a new campaign: "And you, how do you crack?"

"At Wonderful Pistachios, we firmly believe that nutrition and wellness are essential elements that help fuel fitness, and we're proud to have Evan, Sara, and Estelle play a role in promoting these values," Tom Hazelof, Vice President of Retail Sales EMEA at Wonderful Pistachios.

This initiative aims to inspire French consumers to make healthy food choices as part of regular physical activity, and will be promoted by fencer Sara Balzer, basketball player Evan Fournier, and boxing champion Estelle Mossely.

Rolling out in France digitally, in print publications, and in gyms and stores with eye-catching displays, the campaign features these star athletes:

• Sara Balzer, an accomplished fencer who has captured hearts with her dazzling performances. Silver medalist at the 2020 Summer Olympics in Tokyo, her remarkable record speaks to her talent and determination to excel in her sport, making her the world No. 1 in women's sabre according to the International Fencing Federation
• Evan Fournier, an iconic figure in French basketball, has had an impressive career in the NBA and as a member of the French national team. Silver medalist at the 2021 Olympics in Tokyo and the 2022 European Championship, Fournier embodies determination and excellence on the court
• Estelle Mossely, boxing champion, has made history in French sports with her exceptional achievements in the ring. The first French female boxer to win the title at the Olympic Games, she is also the first Frenchwoman to be crowned world champion after her Olympic title. Her journey illustrates the strength and perseverance required to reach the top

In the campaign’s creative, we see the athletes in familiar settings of a kitchen and living room, showcasing different usage occasions for Wonderful Pistachios in a fun and engaging manner. With France as one of Wonderful Pistachios’ key markets in Europe, these athletes will increase affinity of consumers for eating pistachios, a press release stated. How will we see it ripple through other markets? Deli Market News will report.