In a world full of Dubai Chocolate, almond milk and peanut butter, American consumers limit pecans to one purpose: pies.

The American Pecan Promotion Board created a series of commercials depicting how pecans can fit into everyday snacking situations, one of which being fueling up before grocery shopping.

The team decided to take this one step further and bring the grocery store tailgate to life to encourage everyone to never grocery shop hungry and to snack with a purpose.

As the PR intern, I led efforts to work within the allocated budget to coordinate two radio remotes, two in-studio interviews and a cause component. From there, I worked alongside the branding team to draft key messages and assemble a media training deck for on-site spokespeople. This brand activation supported the broader "Surprisingly Snackable" campaign that won eight ADDY awards including Best in Show.