The American Pecan Promotion Board (APPB) is bringing back its “Surprisingly Snackable Pecans” campaign for a third round, once again teaming with ad agency Signal Theory and creative studio SixTwentySix. The new spots keep the campaign’s signature comedy going, highlighting the everyday moments when pecans are the right call.
Two of the three new spots, “Move In” and “Drop Off,” go live the week of Aug. 3 across CTV, YouTube and Instacart. A third spot, “Snack Break,” arrives later this year.
Campaign Creative
The third installment of “Surprisingly Snackable Pecans” features three spots built around everyday moments when a pecan snack becomes essential:
“Move In”: A father drops his daughter off at college for an emotional goodbye, both wishing Mom could be there. She is, as it turns out, in the car the whole time snacking on pecans
“Drop Off”: A mother tries to get her son to school on time, only to be stopped by a crossing guard who takes pecan snacking very seriously.
“Snack Break” (to debut later in 2026): A group of office coworkers speculate about a colleague’s frequent trips outside, unaware she is sneaking away for a pecan fix.
Creative Evolution
“This year we pushed the snack break to feel less casual and a lot more urgent. It’s that moment when you need a snack before you break, and we’ve all been there,” said Joe Wilper, executive creative director at Signal Theory. “The spots lean fully into pecans as the healthy escape you needed at exactly the right moment. Whether it’s the long wait at school pickup, college move-in day or the excuse to finally get up from your desk, we’re reminding people that reaching for pecans is the smart snack in surprising moments.”
Creative Collaboration
The new spots mark the third collaboration between Signal Theory and SixTwentySix, led by director Evan Bourque. The partnership has grown tighter with each round, with Signal Theory crediting close creative alignment between both teams for keeping production efficient and the work sharp.
“Our goal with these spots was to make them feel like snippets from a movie rather than a commercial, so every choice, from casting to locations to lighting, was built around that idea,” said Evan Bourque, director at SixTwentySix. “It’s always a pleasure working with the creatives at Signal Theory. They write fun scripts and stay open to new ideas, which makes the end result stronger. The characters are really what make these spots stand out, a quirky character paired with a grounded one, keeping things entertaining.”
For more information about the benefits of pecans and the Surprisingly Snackable Campaign, visit EatPecans.com.
CREDITS
Ad Agency: Signal Theory
Executive Creative Director: Joe Wilper
Sr. Copywriter: Gracie Boatman
Group Creative Director: Brent Davidson
Executive Producer: Lauren Langfitt
Account Director: Paige Krauss
Account Manager: Kate Malone
Project Management Director: Lindsey Scott
Creative Studio: SixTwentySix
Director: Evan Bourque
Executive Producer: Jonny Edwards
Editor: Yessenia Sanchez
Producer: Cole Sanchez
Post Producer: Gina Martin
Audio Production: Evolution Audio
Audio Engineer/Sound Design: John Blank
