Signal Theory Wins Silver at the 2026 TELLY Awards

Signal Theory’s “Surprisingly Snackable Pecans” campaign earned its second TELLY Award, bringing home silver in the “Branded Content Campaign or Series Created for the Food and Beverage Industry” category. The first set of campaign ads took silver in the 2025 awards in the “General: Food and Beverage” category. 

The 47th Annual TELLY Awards attracted 14,000 entries from creators, brands and production companies in 55 countries, making it the organization’s largest awards cycle to date. 

“Winning back-to-back TELLYs is a huge honor, but knowing this was the largest awards cycle in TELLY history makes it even more meaningful,” said Joe Wilper, vice president and executive creative director at Signal Theory. “It’s a real testament to the creative work this team has done.”

Changing How Consumers See Pecans

The goal of the “Surprisingly Snackable Pecans” campaign was to change consumers’ perception of pecans from a seasonal baking ingredient to an everyday snack. While 80% of nuts are consumed as snacks, only 53% of pecans are. By combining straightforward messaging around flavor and nutrition with a humor-forward tone, the campaign successfully positioned pecans as the must-have snack consumers were missing. The second round of campaign spots inserts pecans into specific moments – airport travel, road trips, pre-grocery shopping – further showcasing pecans as a snack that fits into consumers’ everyday lifestyle. 

The “Surprisingly Snackable Pecans” campaign has received recognition from multiple marketing industry groups, including an Effie Award finalist nomination, a first place recognition at the 2026 Best of NAMA Awards and a Best of Show at the 2026 Kansas City American Advertising Awards (ADDYs).