Los Angeles — Television personality, actor and author Stephen Colbert has signed a full-year agreement with Paramount Farms International, LLC to star in its new “Get Crackin’, America” advertising campaign, the company reports.
The first two spots, directed by Tom Kuntz, will air during the 2014 Super Bowl on February 2, marking the second consecutive appearance at the event for Paramount’s Wonderful Pistachios brand.
Colbert, the Emmy and Peabody award-winning host, writer and executive producer of Comedy Central’s “The Colbert Report” will star in a series of television commercials highlighting the “Get Crackin’, America” theme, which will be supported by digital and social media, in-store POS and public relations.
Paramount Farms Vice-President of Marketing Marc Seguin explains: “This past year’s Super Bowl spot featuring PSY drove significant brand awareness and incredible buzz among consumers. This year we wanted to extend and deepen that enthusiasm with talent that excites and resonates with our core consumer target during the full year. Mr. Colbert is the perfect fit for our brand and this campaign.”
The number of households buying the nuts has more than doubled since the “Get Crackin’” campaign was launched in 2009, the company reports, noting Wonderful Pistachios ranks among the top 10 salty snack items, earning than $100 million in retail sales annually.