Transforming pecans from traditional holiday baking nut to modern everyday snack.
In a category where 80% of nuts are consumed as snacks, only 53% of pecans are enjoyed as such. Plain and simple, many shoppers view pecans as an ingredient in pecan pies, sandies and a smattering of other traditional holiday desserts. How can we make them a regular part of more consumers’ everyday grocery lists?
When it comes to how consumers view pecans, perception simply isn’t reality. Surprisingly, these versatile nuts contain both the nutritional profile and delicious flavor to make them a perfect powerhouse snack. To help consumers realize what they’ve been missing, we leaned into the misperception many of them have when it comes to pecans.
The Surprisingly Snackable Pecans campaign leans into the blind spot many consumers have around pecans, while conveying this delicious nut as a snack that’s nutritious, delicious and most critically in the snacking aisle, fun. By combining simple messaging about flavor and nutrition with a humorous approach made to engage, we’re showing that pecans are a must-have snack consumers didn’t know they were missing, but deserve a place in every pantry, snack drawer and shopping cart.