Campaign details

Brand: American Pecan Council
Agency: Weber Shandwick

Situation

2018 was a tough year for American pecan growers. They were hit hard by global trade issues. Specifically, China placed tariffs on pecans of up to 47%, significantly cutting U.S. imports. Then in the fall, devastating storms, including Hurricane Michael, destroyed crops throughout the 15-state pecan growing region. As the holidays approached, the industry needed a strong push to drive consumer demand.

Food brands pull out all the stops during the holiday season, showcasing their most crave-able recipes in the great race for a place on America's tables. But even with their status as a beloved holiday ingredient, we knew American Pecans would need to do more than pump out festive recipes to break through the clutter and inspire our target to consider more pecan-based dishes during the season.