Breaking Out of the Pie Shell - Pecan Council Lays the Foundation for Launch of Nut's Untold StoryThu, 25 Jan 2018 11:30:44 CST
The recently formed American Pecan Council convened in Dallas earlier this week for its first board meeting of 2018. During the last quarter, the APC’s agency of record Weber Schandwick, has ramped up its work in helping the Council tell the pecan story. Radio Oklahoma Ag Network Farm Director Ron Hays was there and had the chance to speak with Caroline Lainio, a vice president in Weber Schandwick’s Chicago office, who was there to brief the APC’s board members on the agency’s progress in reaching out to consumers on behalf of pecan producers. She reported that during these last few months, approximately 145 million consumer impressions and engagements have been made. Listen to their complete conversation by clicking or tapping the LISTEN BAR below at the bottom of the page.
“We have for the past three months been setting the foundation and starting to tell the story of the American Pecan,” she said. “We’ve been forging relationships with smart pecan partners - those food bloggers, those recipe makers, taste-makers and also with media like the Good Housekeepings of the world. We want to forge those relationships and start introducing that story to them in a way they’ve never heard it before.”
Like many other businesses and industries today that must maximize their budget’s potential, Lainio says the APC’s strategy has become centrally focused on utilizing social media and digital platforms to effectively and efficiently deliver their message, which has been developed on three primary pillars.
“We’ve really focused on three message pillars that we know, based on consumer testing, is moving the needle,” she said. “These pillars are health and nutrition, taste when we talk about recipes and that heritage story. Each of those layer into a preconceived perception about pecans. They often think about them as an ingredient in a pie. They don’t often think about it as a nut.”
Lainio says the idea is to use those three pillars to help break consumers, “out of the pie-shell.” Her hope is to reposition pecans as a nutritious snack for the health-conscious consumer, and also as a featured staple in a variety of dishes beyond the pie.
This year will be a momentous occasion, too, for pecan growers and shellers. Weber Schandwick, this April, plans to launch a new brand campaign for the American Pecan. More information about the APC and its marketing efforts can be found on their website, www.americanpecan.com.
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