The Superpowers of Pecans

Highlighting the nutrition power of The Original Supernut™

When we say “The Original Supernut,” we really mean the “super” part.

In this marketing campaign, the pecan is a nutrition superhero, helping consumers fuel themselves through their busy schedules.

The Superpowers of Pecans incorporated a suite of social media and website content to show off the superpowers of the mighty nut. Created in the comic-book style of superheroes, which dominate movie and media culture, the campaign promoted the many reasons pecans make a stand-out snack or ingredient.

RESOURCES FOR INDUSTRY

The following tools and materials were provided to help spread the word about The Superpowers of Pecans. As evergreen items, we encourage you to continue using them. Have questions about these materials? Email us at industry@americanpecan.com.

Printing Instructions

At-home and professional printing instructions for your Superpowers of Pecans resources.

Coloring Sheet and Superhero Mask

Print out this mask for a kid-friendly and educational craft!

Stickers

Print at home or have them professionally printed on cardstock to give to customers.

Social Media Asset

Download to share with your own followers on Facebook, Twitter, and Instagram, or repost content from @AmericanPecan social channels directly.

Promotional Flyer

Print, post and share this flyer to educate customers, family, and friends of the nutrition benefits of pecans.

THE SUPERPOWERS OF PECANS FAQs

What was the inspiration for 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.

What elements did the marketing campaign include?

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.

What was the goal of the campaign?

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?

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.

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