American Pecan Council: The Super American Pecan-A-Thon

American pecan growers partnered with Epicurious to stream a live online one-day variety show to appeal to consumers' patriotic spirit and boost demand in the run-up to holiday season in the US.

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...

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