Seasonal Advertising News


Don't Worry About Your Thanksgiving Dinner: It's Insured

November 20, 2020 Erin Sweeney

Shutterstock_335079266 Roasted turkey garnished with cranberries on a rustic style table decoraded with pumpkins, gourds, asparagus, brussel sprouts, baked vegetables, pie, flowers, and candles.

This November, brands and retailers are forming strategic partnerships to offer consumers peace of mind for what is likely to be a different kind of Thanksgiving. According to a 2020 Thanksgiving survey by Campbell Soup Company, nearly two thirds (65%) of consumers will celebrate Thanksgiving at home this year, and more than one in five (22%) will be first time Thanksgiving hosts. To help new hosts and merrymakers have no-fail Thanksgivings this year, brands and retailers are collaborating to offer Turkey Day insurance. Exhausted parents can burn that bird. Eye-rolling teenagers can drop that green bean casserole on the kitchen floor. It’s insured.

Guaranteed Delicious: Progressive Insures The Perfect Holiday Whole Foods Turkey

With an eye toward supporting new cooks this Thanksgiving, Whole Foods Market is teaming up with Progressive Insurance to offer the Turkey Protection Plan. The unique “plan” covers possible culinary mishaps with the centerpiece of the holiday meal, offering $35 Whole Foods gift cards for turkey fails. (Only shoppers who purchase their Whole Foods brand turkeys during the November 11-22 window will be eligible.) The Turkey Protection Plan targets inexperienced cooks who may be taking on cooking responsibilities for the first time in 2020. “We want to help customers rise to the occasion and take on that turkey with confidence for less-stressed Thanksgiving meal preparation,” said Theo Weening, vice president of meat and poultry at Whole Foods Market.

The Turkey Protection Plan ad campaign, which includes social components, online videos and ads on the Food Network and Cooking Channel, leverages Progessive’s reputation for making funny commercials. A commercial featuring Progressive regular Jim Cashman encourages adventurous chefs with examples of outlandish creations such as the "TurCactuNanaDucken" or "Birdazzled Bird.” To make an insurance claim after a turkey disaster, a customer must upload their receipt, a photo of their ruined turkey, and an explanation of what led to the failure to This user-submitted content gives brands useful consumer information for a possible follow-up campaign. The site also offers tips and recipes for the Thanksgiving meal, further instruction on redeeming the $35 Whole Foods gift card and information on Progressive Insurance Plans. 

Campbell Soup Company And Instacart Deliver Confidence

The turkey may be the star of the Thanksgiving show, but the supporting cast of side dishes can make or break the culinary experience on the big day. Campbell Soup Company's iconic side dish green bean casserole (GBC) is one that many Thanksgiving connoisseurs feel they cannot live without. To appeal to the fans, Campbell’s Thanksgiving holiday ad features the classic GBC being passed around the table to a remake of the 1965 Ikettes song “I’m So Thankful.” 

Despite the joy of GBC, 66% of respondents of a Campbell’s holiday survey were dreading the possibility of epic cooking fails this Thanksgiving. In response, Campbell’s is partnering with Instacart to give novice cooks confidence, and to give both companies additional consumer data and additional advertising opportunities. Campbell’s “Dinner Insurance” allows Manhattan-based cooks to submit claims to receive gourmet replacement side dishes with same-day delivery by Instacart on Thanksgiving Day. For consumers that live outside of the Manhattan area, the partnership promotion is offering free Instacart delivery of side dish ingredients. Additionally, Campbell’s has created a landing page with classic recipes that use Campbell’s ingredients. “Dinner Insurance is a ‘first to market’ program in many ways,” said Seth Dallaire, Instacart's chief revenue officer. “This partnership has allowed us to pilot new consumer marketing and co-branded tactics that will truly drive sales and awareness.”

Most people have enough going on this year without worrying about ruining Thanksgiving dinner, and businesses that show up for consumers during their times of need often generate loyalty and trust. These strategic partnerships offering insurance to busy, harried, and in some cases, first-time Thanksgiving cooks, are providing a fun and helpful service, capitalizing on the strengths of both partners and supplying much-appreciated services to consumers. 

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About the Author

Erin Sweeney

Erin Sweeney is a freelance writer and professional educator. Throughout her 12 years of experience in secondary education, she has taught advanced composition, business communications and research methodology. Erin has a keen interest in psychology and the science of motivation. She received her Bachelor of Arts Degree in English Literature from Saint Anselm College and a Master’s in Education from Plymouth State University. Through research and writing, Erin contributes to DMS Insights with informative articles surrounding the digital and performance marketing industries.

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