While 80% of nuts are consumed as snacks, only 53% of pecans are enjoyed as such. Plain and simple, many shoppers view pecans as an ingredient in pies and other holiday desserts. How did we make them a regular part of consumers' everyday grocery lists?

Three years of our Surprisingly Snackable campaign has begun to change that perception, conveying pecans as a snack that's nutritious, delicious and increasingly desirable. Round one made the case that pecans belong in the snack aisle. Round two embedded them in specific everyday moments. Round three took it beyond the rationale to next-level craving.