American Pecans: Super safe pecan debate

American Pecans, a brand of pecan nut, provided families in the US with safe, non-political topic of conversation during the holiday period: the pronunciation of the word 'pecan'.

Campaign details

Brand: American PecansAgency: Weber Shandwick

Campaign Summary

As the holidays approach, families in the US gather to share presents, memories, and pecan pie. That means big business for The Original Supernut. But a toxic topic threatened to poison every precious gathering all season long: America's 2020 presidential debates and election. Holiday gatherings were going to be a conversational minefield. Americans needed a safe, controversy-free issue to argue with friends and family. So we posed a simple question - one only American Pecans could ask.

Is it PEA-can? Or puh-CON?

This was the crux of The...

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