American Pecan Promotion Board Launches ‘Surprisingly Snackable Pecans’ Campaign


Fort Worth, TX — The American Pecan Promotion Board (APPB) is debuting Surprisingly Snackable Pecans — a campaign promoting the nuts as a nutritious snack options.

APPB notes that 90 percent of U.S. are adults snacking up to three times per day and 81 percent of nuts being consumed are as a snack, explaining that it sees an opportunity to position pecans as a go-to snack. “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,” says Serena Schaffner, APPB managing director of global marketing.

Signal Theory, a branding agency, and creative studio SixTwentySix developed the campaign. “Three creative spots showcase the versatility and appeal of pecans,” says Joe Wilper, creative director at Signal Theory. “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.”

The spots are available on CTV and streaming platforms, and the promotion includes ecommerce, 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,” says Shaffner.