Unlike lowly peanuts or slightly higher-brow almonds, pecans seem to have traditionally occupied a vaunted place in the nut world, reserved for fancy, special-occasion-only pies and holiday desserts.
But a new campaign from the American Pecan Promotion Board positions the nuts as everyday snacks, aiming to take them out of the baking aisle and put them in league with other better-for-you, grab-and-go food products.
Three spots, under the “Surprisingly Snackable Pecans” tagline, come from branding agency Signal Theory and creative studio SixTwentySix.
“Squirrel Bro” has a hungry dad mimicking the hoarding behavior of a backyard mammal—he’d rather not share his pecans with his surly teenager.
The star of “Proper Granny” gets hip to munching pecans between meals instead of saving them for her baked goods.
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