The Superpowers of Pecans

The Superpowers of Pecans campaign highlighted the nutrition power of pecans with a nostalgic and engaging series of animated, comic-strip styled content. Today’s cultural fascination with superpowers inspired this content collection. Superheroes are wildly popular with today’s consumers – more than a quarter of the 100 highest-grossing movies of all time are superhero flicks. The graphics, created by a professional illustrator, spotlight nutrition characteristics that make pecans a stand-out snack or ingredient.

The comic illustrations were promoted via paid social media campaigns. Each paid social media advertisement sent users to AmericanPecan.com, where a landing page directed consumers to healthy recipes and nutrition information. American Pecans was also promoted in an article with OK! Magazine, featuring popular bloggers A Couple Cooks and their tips for incorporating pecans into busy schedules. Two additional bloggers, Andie Mitchell (from our Pecan ThanksEverything Pie campaign) and Julie Fagan (of blog Peanut Butter Fingers) shared recipes with their readers and on social media. The Original Supernut was shared with health reporters around the country, using The Superpowers of Pecans to educate consumers on pecan nutrition.

It’s no surprise that there are many other brands and commodities working to promote health and nutrition benefits. To stand out in a crowded market, we used an eye-catching, playful approach to this marketing campaign to capture consumer attention. The Superpowers of Pecans focused on the pecan’s nutrition in a unique and engaging way to educate consumers on the nutrition of American Pecans and to drive interest in using pecans outside of dessert, and as part of their standard healthy living fare.

How did industry participate in The Superpowers of Pecans campaign? The Superpowers of Pecans campaign included a range of materials for industry use during – and well beyond – the national marketing campaign. These items can to be used to promote the nutrition benefits of American Pecans with customers, family and friends.

Campaign resources include a mask and coloring page serving as an activity for kids at farmers market booths, and stickers for enhancing packaging and other promotional materials. A promotional flyer was created for posting at local shops, sharing at farmers markets or when packaging up customer purchases. Materials also include social media content available for download from this page as well as from our Social Assets page.