APPB gives us more surprisingly snackable pecans

The American Pecan Promotion Board (APPB) is bringing back its Surprisingly Snackable Pecans campaign for a third round, once again teaming with ad agency Signal Theory and creative studio SixTwentySix. 

The new spots keep the campaign’s signature comedy going, highlighting the everyday moments when pecans are the right call.

The third installment of Surprisingly Snackable Pecans features three spots built around everyday moments when a pecan snack becomes essential:

Move In: A father drops his daughter off at college for an emotional goodbye, both wishing Mom could be there. She is, as it turns out, in the car the whole time snacking on pecans.

Drop Off: A mother tries to get her son to school on time, only to be stopped by a crossing guard who takes pecan snacking very seriously.

Snack Break (to debut later in 2026): A group of office coworkers speculate about a colleague’s frequent trips outside, unaware she is sneaking away for a pecan fix.

“This year we pushed the snack break to feel less casual and a lot more urgent. It’s that moment when you need a snack before you break, and we’ve all been there,” said Joe Wilper, executive creative director at Signal Theory. “The spots lean fully into pecans as the healthy escape you needed at exactly the right moment. Whether it’s the long wait at school pickup, college move-in day or the excuse to finally get up from your desk, we’re reminding people that reaching for pecans is the smart snack in surprising moments.”

The new spots mark the third collaboration between Signal Theory and SixTwentySix, led by director Evan Bourque. The partnership has grown tighter with each round, with Signal Theory crediting close creative alignment between both teams for keeping production efficient and the work sharp.

"Our goal with these spots was to make them feel like snippets from a movie rather than a commercial, so every choice, from casting to locations to lighting, was built around that idea," said Bourque. "It's always a pleasure working with the creatives at Signal Theory. They write fun scripts and stay open to new ideas, which makes the end result stronger. The characters are really what make these spots stand out, a quirky character paired with a grounded one, keeping things entertaining."