| Story | As the holidays approach, families in the US gather to share presents, memories, and pecan pie. That means big business for American Pecans, The Original Supernut. But holiday gatherings were going to be a conversational minefield with America’s 2020 presidential debates and election looming. Americans needed a safe, controversy-free issue to argue with friends and family. So we posed a simple question – that only American Pecans could ask:Is it PEA-can? Or puh-CON?This was the crux of The Super Safe Debate, an argument with stakes so low, it had to lift people up. We used social media, influencers, and even the growers to seed the debate, and the bad-news-saturated media dug right in. The campaign became the brand’s most successful ever – a viral sensation that got President Obama and Dolly Parton talking, and significantly drove share of voice, demand, and sales for American Pecans. |