American Pecans: Super safe pecan debate

American Pecans cracked open a good-humoured debate about pronunciation that swept the nation and raised its share of voice in the all-important US holiday season.

Campaign details

Brand: American PecansBrand owner: American Pecan CouncilEntrant company: Weber Shandwick ChicagoIdea creation: Weber Shandwick, ChicagoMedia: Weber Shandwick, ChicagoPR: Weber Shandwick, ChicagoMarket: United StatesSector: Savoury snacks, potato chipsMedia channels: Public relations, Social media, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

As the holidays approach, US families gather to share presents, memories and … pecan pie. That means big business for The Original Supernut. But a toxic topic threatened to poison every precious gathering all season...

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