Shake Every Tree
Client:
Industries:
- Agriculture
Services:
- Strategy and Planning
- Creative and Content
- Digital Marketing
- Audience Engagement
The American Pecan Promotion Board (APPB) called on our strategic expertise in reaching and communicating with farmer audiences prior to a USDA-sanctioned referendum vote on whether or not to continue funding APPB's research and promotion programs.
A fun campaign we can all go nuts for
What resulted was an energetic, farmer-facing campaign we aptly named Shake Every Tree, a double entendre that pays homage to pecan harvest methods and APPB's efforts to increase pecan demand.
We developed assets for print, digital and outdoor media placements as well as well-crafted messaging. Then our media team used digital targeting to reach pecan growers in a cost-effective manner.
Time to crack open the PR potential
Meanwhile, our PR team leveraged its ag media relations to secure several op-eds and earned media placements in major nut industry publications, ag magazines and grocery industry periodicals. These efforts included elevating the voice of APPB's relatively new CEO to build trust among growers and communicate her vision for the organization
Take this pe-CAN DO attitude on the road
We also developed trade show assets to enhance APPB's in-person efforts to connect with pecan growers and reinforce the value APPB delivers.
That's one big piece of pecan pie
At the conclusion of the 2024 referendum, nearly 3 out of 4 pecan producers and importers (74.89%) voted in favor of continuing to fund APPB's programs. This result was a resounding affirmation for APPB and its efforts to build trust among pecan growers.