Thanksgiving Campaign 2020
Multi-platform
Thanksgiving looked different in 2020. With the COVID-19 pandemic in full swing, holiday gatherings were shrinking, Zoom calls were rampant, and the idea of multi-course meals began to fall by the wayside as Thanksgiving day approached—a stark departure from Stop & Shop’s normally busy holiday season.
It’s true, Thanksgiving looked different in 2020. But so did our messaging.
The ask
How do we help shoppers celebrate while considering the realities of the pandemic? And how do we do it without rehashing tired phrases, like “In these trying times”?
The SOLUTION
Addressing the pandemic and its effects head-on was a good start. But highlighting the silver-linings, the moments spent with loved ones (virtually or not), and letting shoppers know what we’re doing for them specifically was key.
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