American Pecan Promotion Board Cracks Open Humor-Driven Campaign Targeting Everyday Snacking Moments
With Americans consuming snacks more frequently than ever, the American Pecan Promotion Board’s “Surprisingly Snackable Pecans” campaign aims to capture a larger share of everyday snacking occasions. By combining humor, strategic placement and nutritional benefits, APPB continues working to make pecans as common in pantries as they are in pies. Now, APPB is returning with Signal Theory and SixTwentySix for the second round of their “Surprisingly Snackable Pecans” campaign. Continuing with the comedic twist that defined the original spots, the new work strategically positions pecans as the go-to snack for specific everyday moments — from airport travel to car rides to pre-grocery shopping fuel.
Campaign Evolution
“This second round of spots builds on our ‘Surprisingly Snackable’ platform by moving beyond simply declaring pecans as snackable—we’re now embedding them into specific snacking occasions,” said Joe Wilper, creative director at Signal Theory. “By bringing pecans into routine snacking moments like packing for a flight or grabbing a snack before grocery shopping, we’re shifting them from the ‘snack consideration’ category to the ‘everyday essential’ category. It’s behavioral science meets snack food marketing, with a healthy dose of humor.”
Comprehensive Channel Strategy
The campaign launches across CTV with premium inventory and coverage including YouTube TV, NBC, Bravo, Cooking Channel, Hulu and Roku. The integrated approach also includes retail media networks, e-commerce activation, influencer partnerships, social media and digital marketing to reach consumers at every point in their snacking decision journey.
“We’re meeting consumers when and where they make their snacking decisions and offering them a surprising take on their favorite holiday ingredient,” said Serena Schaffner, Chief Marketing Officer for the APPB. “Whether they’re looking for food inspiration online before their next shopping trip or standing in the grocery aisle, we’re reinforcing that pecans are the nutritious and delicious snack choice that fits their lifestyle.”
For more information about the benefits of pecans and the Surprisingly Snackable Campaign, visit EatPecans.com