Lookin’ like a snack

Eat Pecans set out to reposition pecans from a seasonal, holiday nut into an everyday snack, using humor to do it. The campaign then came back for a second and third round across more than two years. The job each time was to keep it fresh and make each round different, not just run the same idea again.

Every round built on the one before without repeating it. Rounds one and two leaned into visual comedy, with camera tricks and pecans flying through the air. Round three moved toward story and character, more narrative than commercial. The goal stayed the same each time, but the approach changed.

Evan Bourque directed all three rounds. The first set up the absurdist comedy, the second extended it with new visual techniques, and the third shifted to a more character-driven feel. By round three, the agency knew Evan well enough to hand over the scripts and let him build on them. That round was shot tight, three spots in two days, with all three in a single location to make it work.

SixTwentySix has worked with Evan on Eat Pecans for over two years, across three campaigns and nine spots. The client came back twice, and the agency trusted Evan with more each round. When their creative lead changed partway through, the relationship held and the work continued.