Brand Launch

Bringing The Brand To Life

We rolled out the first-ever national brand with an integrated marketing campaign on April 25, 2018 to show that pecans are contemporary, on trend and in demand. The campaign included digital advertising that showcased all the glorious ways to enjoy pecans that are #NotJustPie, social media, food bloggers, a registered dietitian media spokesperson, a #NotJustPie recipe contest, and a partnership with two of America’s top digital food platforms, Serious Eats and Simply Recipes. These popular food websites featured “shoppable” pecan recipes that made it easy to buy pecans via Amazon.

To help illustrate the versatility of pecans beyond pie, the campaign began with a New York City pecan pop-up called “The Not Pie Shop” that served a complete pecan menu (everything but pie) and featured pecan products – from milk, butter and oil to snacks, flour and meal – that were graciously provided by growers and handlers. The event also included fun, interactive cooking demonstrations of pecan recipes conducted by a superfood expert, popular food bloggers and a New York chef.

FAQs

Why did the American Pecan Council launch a consumer brand?

The goal of this first-ever national campaign developed by the American Pecan Council is to help consumers realize that pecans are super nutritious, super delicious and super versatile. It’s a unified brand identity for pecans and a consumer education initiative that will celebrate the pecan’s heritage as America’s native nut, leverage scientific research documenting the little known health benefits, and reinforce the taste and versatility of pecans.

How did you arrive at American Pecans, The Original Supernut?

The Original Supernut campaign celebrates American Pecans’ perfect combination of taste, health and locally grown origin. “Original” gives a nod to our American heritage and “supernut” speaks to our little-known nutritional benefits. According to our consumer research, many people do not even think of pecans as a nut, but rather as a baking ingredient inside their favorite pie. Our goal is to make pecans more contemporary and broadly appealing as a nutritious snack and versatile cooking ingredient.

How can industry use the brand?

While the APC intends this to be part of all of our consumer-facing marketing channels moving forward – social media, public relations, digital ads and more – this is not a brand only to be used by the Council – it’s for the whole pecan industry. We encourage pecan growers, handlers and all members of the industry to use the brand in their own marketing and promotion efforts, including packaging. For usage guidelines, please see the Brand Style Guide in the Our Brand section of this site. You can also download the American Pecans, The Original Supernut logo in the Our Brand section as well.

As a member of the American pecan industry, how can I support the consumer marketing campaign?

Tell your friends and family about the new American Pecans brand. We encourage you to pass along articles about the new brand, print and share resources from the toolkit, direct others to the americanpecan.com website, share content from our social channels and encourage others to tune in when you learn that American Pecans will be featured on TV. With your help, the entire country will have a new view of America’s native nut and, collectively, we will help build demand for pecans. We want this campaign to support each of you, so if you have suggestions or questions, we want to hear from you. If you have thoughts on how this new campaign can better benefit you and your marketing efforts, do not hesitate to reach out to industry@americanpecan.com or call the APC office at 817.916.0020.

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