Super-fy with American Pecans

Take any dish from standard to standout
by adding The Original Supernut™

Often viewed as a dessert nut, pecans don’t always get the health-promoting credit they deserve. Pecans have much to offer beyond the classic holiday pie, and we want to show Americans that The Original Supernut is a hard-working ingredient that can “super-fy” any recipe.

What exactly is Super-fy? It’s taking any dish, on any day, from standby to super standout – simply by adding American Pecans. We believe any dish or snack is more delicious and more nutritious with the addition of The Original Supernut, and we’re going to show Americans that pecans are the must-have ingredient in every kitchen.

RESOURCES FOR YOU

All APC marketing efforts are in direct support of the American pecan industry – and that includes your own individual business. To help you get the most out of the Super-fy campaign, we’ve assembled resources that you can leverage in your own marketing activities.

Super-fy Logo

The official logo for the Super-fy campaign, which you can use in your own printed and digital marketing materials.

Super-fy Video Shorts for Social

A host of short Super-fy videos you can use on your own social channels, all in one easy-to-access .zip file. Formatted for Facebook and Instagram.

Super-Fy FAQs

What was the inspiration for Super-fy?

We know that our target audience – meal-planning Gen X and Y moms – show the most potential for driving demand for pecans. This consumer segment is always on the lookout for new, wholesome ingredients to add to their families’ weeknight menus, but they are also strapped for time. With Super-fy, we are capturing their attention by sharing quick, easy ways to make meals more delicious and nutritious with the help of American Pecans.

What are the key marketing elements of the campaign?

We’re reaching moms through the channels where they most often turn for recipe inspiration – recipe websites, social media channels and online search. We’re running digital ads on top recipe site Epicurious.com and other Condé Nast-owned properties, including shoppable ads which direct users to Amazon.com where they can directly purchase pecans. Paid social media posts put wholesome and timely recipes featuring American Pecans in their social feeds, and paid search immediately directs them to dishes “super-fied” with pecans when they search online for new recipes. This includes promoting pecan-inspired recipes specific to holidays and other cultural events during these high-search moments in time. By reaching consumers on the platforms they most trust when they are actively looking for meal inspiration, we can drive greater consideration for and, ultimately, adoption of pecans.

How is the APC promoting the nutrition of American Pecans through Super-fy?

In addition to promoting the nutrition of pecans in all of our materials, we have launched an outreach program to retail dietitians. Many supermarkets have a registered dietitian on staff whose role is to help shoppers make wholesome choices during their weekly trips to the grocery store. These health-focused retail experts can help elevate The Original Supernut’s presence in the supermarket, directly reaching consumers with our nutrition message right where they purchase their groceries. To help them tell the pecan’s nutrition story, we’ve developed The Original Supernut Retail Dietitian Toolkit – a suite of tools, educational materials and branded signage for retail dietitians to use for in-store demos and displays.

How can industry participate in Super-fy?

We encourage you to leverage our brand and other marketing assets – including materials created for Super-fy – in the promotion of your own business. Below, we’ve developed resources to help you get the most out of our Super-fy campaign, including a calendar of recommended social media posts that coincide with different holidays and cultural events. Also, be sure to check out the Tools & Tips page to access helpful materials you can reference when using the American Pecans brand.

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