Signal Theory and SixTwentySix Deliver a Bold, Humor-Driven Campaign for American Pecans
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. Directed by Evan Bourque, and 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.
“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.”
The “Surprisingly Snackable Pecans” campaign features three new spots designed to target high-opportunity snacking occasions:
- “Pecanfiscated”: Positions pecans as the smart traveler’s carry-on essential in an environment where nutritious, portable snacks are harder to find.
- “Dad Tax”: Captures both planned and spontaneous snacking needs during commutes, school pickups and road trips.
- “Pregame”: Makes pecans the secret weapon against impulse shopping while priming consumers to add them to their cart.
Building on the successful partnership from round one, Signal Theory and SixTwentySix reunited to bring the evolved strategy to life. “There was a genuine spirit of play and creativity on this campaign, thanks in large part to the open and collaborative partnership with Signal Theory,” said Director/Editor Evan Bourque of SixTwentySix. “That trust and freedom allowed us to explore bold, unexpected ideas and lean into the humor and really play, resulting in work that feels sharp, fun and refreshingly original. I’m incredibly proud of what we made, and the process that got us there to create another campaign that is both effective and entertaining.”
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.”
The initial phase of the “Surprisingly Snackable” campaign has already impacted consumer perceptions and buying behaviors. Since its launch, the campaign has achieved a $5.44 return on ad spend.*
Success came from integrating CTV with strategic shopper marketing—a powerful combination that made the creative work harder to shift consumer behavior at scale. Specifically the CTV campaign generated 48% of its sales from households that had not purchased pecans in the previous year.**
“It’s incredibly rewarding to see creative that not only entertains but actually moves the needle on category growth. These results prove that pecans can compete year-round in the snacking aisle.”
For more information about the benefits of pecans and the Surprisingly Snackable Campaign, visit EatPecans.com
*Source: Annualized media across Amazon, Adadapted, Instacart, Catalina and Gym TV.
**Source: Catalina
CREATIVE CREDITS
Ad Agency: Signal Theory
Creative Director: Joe Wilper
Sr. Copywriter: Gracie Fitzgerald
Executive Producer: Lauren Langfitt
Account Director: Paige Krauss
Creative Studio: SIXTWENTYSIX
Director/Editor: Evan Bourque
Executive Producer: Austin Barbera
Head of Production: Jonny Edwards
Line Producer: Cole Sanchez
Senior Post Producer: Joaquin Villalobos
Audio Production: Evolution Audio
Audio Engineer: John Blank
