The surprisingly snackable pecans campaign
American Pecan Promotion Board taps Signal Theory and SixTwentySix to create Surprisingly Snackable campaign, aiming to make pecans a staple on every grocery list.
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The American Pecan Promotion Board (APPB) partnered withSignal Theory, a branding agency known for its behavioural science approach to marketing and creative studio SixTwentySix to launch a new campaign aimed at changing the way Americans enjoy pecans. The Surprisingly Snackable Pecans campaign, repositions pecans from a holiday baking staple to a delicious and nutritious everyday snack.
The APPB worked closely with Signal Theory to develop a creative strategy that showcases the versatility and appeal of pecans. "Every spot has some sort of surprise. We wanted to dispel the myth that pecans are only for desserts and show the joy and comfort that comes from snacking on something that is tasty and good for you," said Joe Wilper, Creative Director at Signal Theory. “In the end, we hope to convey that pecans are not just for pies.”
The agency teamed up with creative studio SixTwentySix to bring the creative concept to life. The project’s film director and editor Evan Bourque said, "This campaign felt like a passion project with friends. Signal Theory is a director's dream team, super creative, collaborative and they write great scripts. They were open to new ideas, creating a productive environment full of trust and free of egos."
Credits
powered by
- Agency Signal Theory/Kansas City
- Production Company SixTwentySix Productions
- Director Evan Bourque
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Credits
powered by
- Agency Signal Theory/Kansas City
- Production Company SixTwentySix Productions
- Director Evan Bourque
- Executive Producer Austin Barbera
- Executive Producer/Head of Production Jonny Edwards
- Audio Production Evolution Audio
- Audio Engineer John Blank
- Creative Director Joe Wilper
- Associate Creative Director Nick Kinney
- Group Creative Director Brent Davidson
- Executive Producer Lauren Langfitt
- Line Producer Cole Sanchez
- Post Producer Joaquin Villalobos
Credits
powered by
- Agency Signal Theory/Kansas City
- Production Company SixTwentySix Productions
- Director Evan Bourque
- Executive Producer Austin Barbera
- Executive Producer/Head of Production Jonny Edwards
- Audio Production Evolution Audio
- Audio Engineer John Blank
- Creative Director Joe Wilper
- Associate Creative Director Nick Kinney
- Group Creative Director Brent Davidson
- Executive Producer Lauren Langfitt
- Line Producer Cole Sanchez
- Post Producer Joaquin Villalobos
The "Surprisingly Snackable Pecans" campaign features three creative spots designed to reach target audiences across generations:
Squirrel Bro tells the story of a hungry dad's bond with nature, and mild fear of his judgmental teenage daughter.
Proper Granny learns from Gen-Z how pecans are, like, a snack vibe now.
The Other Half features one shopper's fantastical dream of how pecan halves make their way from shell to shelf. "These spots are a testament to the power of collaboration," said Joe Wilper, Creative Director at Signal Theory. "Signal Theory brought the strategic and creative vision, while SixTwentySix brought their production expertise to the table. The APPB provided invaluable insights into the world of pecans and their target audience. By working together, we've created a campaign that is not only entertaining but also going to change how consumers think about pecans."
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American Pecan Promotion Board – Proper Granny
American Pecan Promotion Board – The Other Half
The APPB is taking a comprehensive shopper marketing approach to lift the category of pecans. The spots will be available on CTV and streaming platforms such as Prime Video, Hulu, Cooking Channel, Fox and Bravo. The campaign also includes strategies for e-commerce, in-store activations, influencer marketing, social media promotion, digital marketing and out-of-home billboards. "We're using a mix of channels to quickly capture consumer attention and drive trackable sales data," said Serena Schaffner, Managing Director of Global Marketing for the APPB. "By being present at each decision point in the shopper journey, we're building the use case for adding pecans to your weekly grocery list."
The creative team took a "surprise and delight" approach with influencers, who will receive custom merchandise designed to capture the campaign's surprisingly snackable spirit. "We created merch that make a statement with a simple message: 'I'm a snack,'" said Wilper. "It's a playful way to engage influencers and their audiences while reinforcing the snackable nature of pecans." With the debut of the Surprisingly Snackable Pecans campaign, APPB is ready to make some noise in the snacking world and secure a spot for pecans on everyday grocery lists. “Get ready to see pecans in a whole new light—they're more than meets the pie!” said Shaffner.
