• by Fern Siegel , Yesterday

The American Pecan Promotion Board is promoting its latest “Surprisingly Snackable Pecans” campaign.

“Move In” and “Drop Off” run across CTV, YouTube and Instacart.com. A third spot, “Snack Break,” arrives later this year.

The ads sport quirky, offbeat humorous moments to underscore the pecan obsession.

Ad agency Signal Theory produced the commercials with creative studio SixTwentySix. This is their third collaboration.

“Our goal was to make them feel like snippets from a movie, rather than a commercial. Every choice, from casting to locations to lighting, was built around that idea," said Evan Bourque, who directed the TV spots at SixTwentySix. 

“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, 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.”

The U.S. produces 300 million pounds of pecans each year, 80% of the world’s supply according to the USDA. The leading pecan-producing regions include Georgia, New Mexico, Texas, Oklahoma and Louisiana.

There are more than 500 pecan varieties.

Signal Theory’s creative work includes Srixon and Sonic.