A Californian Pistachio Sneaks Into the Handbags of Half of Spain

California pistachios account for 85% of all pistachios consumed in Spain. Yet they remained an occasional product — far from becoming a habit.
American Pistachio Growers, the association representing California’s pistachio producers, chose us as their strategic agency in Spain with a clear challenge: turn the pistachio into the go-to snack for a young, urban, wellness-conscious female audience.

It wasn’t enough for them to know about it. We needed them to crave it.

We started where we always do: by listening. We used ERIS, Publicis Groupe’s data platform with over 48 million Spanish consumer profiles, combined with our own qualitative interviews with women within the target audience. That’s how we uncovered their real motivations, their barriers — and something that changed everything: for far too long, women had been made to feel that snacking with pleasure was a sin. Bland bars, boring superfoods, skipping snacks just to “stay in shape.”

That’s where Snack Like a Woman was born: a celebration of guilt-free pleasure. A bold creative concept with a daring Spanglish tone, a visual universe inspired by the most iconic side of California, and a hero spot featuring a woman emerging from a giant pistachio to the beat of a reimagined version of Shania Twain’s “Man! I Feel Like a Woman.” Bold, fun, and empowering.

From there, we designed and executed a full 360º plan: from strategy and positioning to audiovisual creative, social media channels built from scratch, influencer marketing with over 78 profiles, experiential events, connected TV campaigns, audio, urban outdoor advertising, premium digital media, and an ongoing press office. A complete ecosystem ensuring the brand was present at every relevant moment in our audience’s lives.

In just 7 months of campaign activity, the numbers speak for themselves:

• +39 million impressions across social media, influencers, and digital media.
• +750,000 interactions on Meta.
• 477 press mentions — the annual target was 50. We exceeded it by nearly 10x.
• 3.2 million views on YouTube with a 59% complete view rate.
• 3,520 TikTok followers built from zero, surpassing the monthly target every single month.
• CPMs below benchmark across every activated channel.

The Key to Success

Snack Like a Woman is not just a campaign. It’s a movement that champions the pleasure of taking care of yourself without giving up flavor. Women’s empowerment that sparks conversation, reflection, and cultural change.

The combination of a powerful insight, bold creativity, and precise multichannel execution has achieved something remarkable: California pistachios are beginning to claim the place they deserve in the lives — and handbags — of thousands of Spanish women.

And this is only the first half. The campaign is still running.