AGENCY
Emma Arnold, Creative Director
Matt Barber, Associate Creative Director
Molly McFerran, VP
Dave Ladetto, VP
Alison McMillion, SVP
Sarah Yaffe, EVP
Caroline DiCioccio, Manager, Planning
Margaux Pepper, VP, Planning
Rei Young, Senior Art Director
Ellen O'Clover, Senior Copywriter
Jim Paul, Executive Creative Director
Alex Kong, SVP
Kent Pytlik, SVP
Jeri Moore, Director
Krystina Russell, Senior Project Manager
Rodney Pruitt, Manager
Katie Dreher, Manager
Caroline Lowery, Associate
Maddie James, Associate
Luisa Barrientos, Associate
Yolanda Bennett, Strategist
Grace Ferolo, Strategist
SUMMARY
During the holidays, when consumer interest in pecans is highest, pecans are fighting for relevance among other seasonal ingredients. Our key to stoking pecan passion: amplifying an internet food debate that spiked every Thanksgiving around how to pronounce ‘pecan’. The Super Safe Pecan Debate was an ideal alternative to contentious political debates that threatened to spoil holiday harmony, and ensured pecans were a top-of-mind ingredient. We sparked holiday hosts to take sides nationwide, drove traffic to recipe inspiration pages (1.3X our goal), and purchases of wholesale pecans increased 46% YoY.
