The Diablos Rojos Race 2026 took place at the Alfredo Harp Helú Stadium, bringing together more than 6,000 runners across 5K and 9K distances. The objective of American Pistachio Growers (APG) participation was to connect with the public in a dynamic sports and family environment, promoting pistachios as a healthy, natural, and energy-packed snack. The activation was designed to reinforce the association of pistachios with physical performance and wellness, leveraging the passion for baseball and running as high-impact platforms.
The strategy included brand presence at key points of the event: runner kits, banners, podium, and digital communication. In addition, a clear message was integrated into social media and email campaigns, highlighting the benefits of pistachios as a source of energy for participants. The constant flow of visitors to the booth enabled product sampling and direct conversations with runners, creating memorable experiences, and strengthening the positive perception of the brand.
The results were significant:
- Continuous visitor flow throughout the event, with high interaction at the booth.
- Positive recognition of pistachios, associated with health, energy, and sports, with high levels of engagement at the booth; an estimated 586 attendees between 6:30 a.m. and 10:00 a.m.
- Strong digital impact, with over 4.3 million reach on Facebook and Instagram, and an engagement rate close to 10%.
- Active participation from runners on social media, sharing photos and comments about their experience.
Post-event surveys reflected high satisfaction among attendees: more than 97% would recommend the event, and most rated the experience with scores of 9 or 10. The American Pistachios booth stood out by attracting a larger flow of visitors compared to other brands, clearly demonstrating the strong interest generated by its interactive dynamics, prizes, and sampling activities.
In conclusion, the activation of American Pistachio Growers at the Diablos Rojos Race 2026 successfully achieved its objective of positioning pistachios as a healthy and energizing snack, establishing a direct connection with thousands of consumers and amplifying the message through digital channels. The success of the event confirms that sports are a strategic platform to continue driving pistachio consumption in Mexico and to strengthen relationships with a young, active, and health-conscious audience.
