With Americans consuming snacks more frequently than ever, pecans remain stuck in the holiday dessert category despite their perfect nutritional profile for everyday snacking. Plain and simple, consumers view pecans as an ingredient for pies and holiday treats, not as a go-to snack option. How can we shift pecans from the "snack consideration" category to the "everyday essential" category?

The second round of the Surprisingly Snackable Pecans campaign strategically embeds pecans into specific routine snacking moments – from airport travel to car rides to pre-grocery shopping fuel breaks. The campaign moves beyond simply declaring pecans as snackable and positions them as the nutritious, delicious snack choice that fits consumers' lifestyles.