For many German consumers, the world of nuts has long been dominated by walnuts, almonds and hazelnuts. But recently, a new star has taken the spotlight: the American pecan. With its naturally sweet, buttery flavour and smooth texture, it brings a fresh and unexpected twist to the snack aisle.
Southern Spirit Meets Germany
As part of a nationwide tasting campaign, ST-PROMOTIONS was commissioned by The Garden Marketing (London) to activate this premium product for the American Pecan Council directly at consumer level. In selected supermarkets across Germany, our trained brand ambassadors invited shoppers to discover the authentic taste of American pecans — not through information alone, but through genuine experience.
At the tasting stands, curiosity quickly turned into enthusiasm. Many visitors were pleasantly surprised by the pecan’s delicate sweetness and gentle crunch, with some describing it as “a more elegant version of the walnut.” Our promoters shared insights into the nut’s origins, its importance in American cuisine, and its versatility — from breakfast bowls and salads to cakes, pastries and convenient on-the-go snacks.
The Power of Taste at the Point of Sale
What makes field marketing so effective is the direct connection between product and people. By engaging the senses, brand experiences create trust, attention and a clear reason to buy. Store reactions confirmed this once again: after tasting, many shoppers reached for the product immediately. Interest turned into purchase.
For ST-PROMOTIONS, this campaign was about more than sampling; it was about storytelling. Our teams translated the spirit of the American South into a personal encounter that anchored the product firmly in consumers’ minds. With a clear message, consistent branding and an authentic presence, American pecans found their way into German shopping baskets and onto breakfast tables.
From Tasting to Lasting Brand Impact
Beyond the immediate tasting moment, the campaign also focused on educating consumers about the nutritional benefits of pecans. Rich in fibre, healthy fats and essential minerals, pecans provide natural energy and fit perfectly into a modern, balanced lifestyle. By linking these benefits to a personal tasting experience, the activation created emotional resonance and long-term brand impact.
A Taste That Connects Continents
The German activation was delivered by ST-PROMOTIONS on behalf of The Garden Marketing, which supports the American Pecan Council across multiple international markets. Ultimately, the campaign achieved far more than introducing a new flavour: it built a bridge between American growers and European foodies, demonstrating how direct consumer engagement can turn a niche product into a talking point, a purchase trigger and a memorable brand experience.
