Following the success of the “Surprisingly Snackable” campaign you covered last summer, the American Pecan Promotion Board (APPB) is back with an unexpected twist. Remember those cheesy late-night workout infomercials? They’re bringing them back – with a nutty twist.
What happens when you combine ’80s workout videos, healthy snacking and a dash of modern irony? The American Pecan Promotion Board (APPB) in collaboration with their marketing agency Signal Theory, created their latest campaign, “Snacksercise,” which delivers a fresh take on New Year’s wellness messaging by deliberately stepping away from the polished perfection of today’s fitness content.
Why it’s Noteworthy:
- The evolution of this campaign flips the script on serious health food marketing with purposefully nostalgic creative
- Strategic media buys including Gym TV placements, meeting consumer resolution-makers where they are
- Extends successful “Surprisingly Snackable” campaign with fitness-focused evolution
- Demonstrates how commodity brands can create distinctive brand voices
The campaign features a spandex-clad instructor demonstrating pecan-themed workouts like “The Top Shelf Reach” and “Pecan Crunches,” all presented in VHS-style footage that would make Richard Simmons and Suzanne Somers proud.
The spot will be available on premium CTV/OTT networks and streaming platforms, and apps such as ABC, Hulu, Food Network and YouTube TV. The campaign also includes strategies for e-commerce, in-store activations, influencer marketing, social media promotion, digital marketing and gym TV placements.
“In a world where health food brands can often take themselves seriously, we wanted to talk about nutrition in a different approachable way – through nostalgia and humor,” says Joe Wilper, creative director at Signal Theory. “Our target consumer no doubt remembers the late-night, cheesy workout commercials and maybe has a few VHS tapes collecting dust somewhere. We’re tapping into that shared memory of exercise fads and using it to highlight that healthy snacking can be fun.”
The purpose of the APPB is to strengthen the position of pecans in the marketplace, maintain and expand markets for pecans, and develop new uses for pecans.
