The American Pecan Promotion Board (APPB) aims to revolutionize how Americans enjoy pecans. Traditionally viewed as a holiday baking nut, pecans are taking center stage as a deliciously nutritious snack option for everyday consumption in the group’s new “Surprisingly Snackable Pecans” campaign launching this week.
With 90% of U.S. adults snacking up to three times per day and 81% of nuts being consumed as a snack, the APPB said it sees an opportunity to position pecans as the go-to snack that delivers on both flavor and function.
“As snacking grows more functional, people still want to have tasty choices. With their buttery taste, natural sweetness and good-for-you nutrients, pecans are a perfect snack option.”
Serena Schaffner, APPB Managing Director, Global Marketing
The APPB has collaborated with Signal Theory, a branding agency known for its behavioral science approach to marketing, and creative studio SixTwentySix to create a campaign to reach target audiences across generations.
“Three creative spots showcase the versatility and appeal of pecans. Many people have pecans anchored in their minds for a particular use. The goal here is to surprise people with the versatility of this all-American nut.”
Joe Wilper, Creative Director, Signal Theory
The APPB is taking a comprehensive shopper marketing approach to lift the category of pecans, with spots available on CTV and streaming platforms, as well as strategies for e-commerce, in-store activations, influencer marketing, social media promotion, digital marketing and out-of-home billboards.
“With the Surprisingly Snackable Pecans campaign, the APPB is ready to make some noise in the snacking world and secure a spot for pecans on everyday grocery lists.”
Serena Schaffner, APPB Managing Director, Global Marketing
Founded in 2021, the American Pecan Promotion Board represents pecan producers and importers committed to boosting demand through research and promotion. They advocate for the versatility, flavor, and nutritional benefits of pecans, aiming to raise awareness and consumption through education and marketing. From baking to snacking, they emphasize pecans’ role in a healthy lifestyle, promoting their use across various culinary applications to encourage wider appreciation and integration into daily diets.