Fetzer’s Thanksgiving campaign will be its biggest ever, the winery said. “Here’s to #Friendsgiving” offers America’s most diverse generation yet comes to the table with new ways to connect – and new foods to favorite – this holiday.
The 360-degree “Here’s to #Friendsgiving” campaign will come to life across the U.S. beginning November 1, delivering a coordinated mix of social media programming, digital ads, influencer activations and consumer sweepstake at point of sale (POS) to drive home the message that Thanksgiving is what you make of it. To that end, engaging POS asking “What will you bring to the table?” will invite consumers to define their own traditions, and share them on social media.
Ensuring continuity with broader marketing initiatives, the campaign name itself is a seasonal, social take on the brand’s year-round tagline, “Here’s to Tomorrow.”
More than two-thirds of Millennials, a key audience for Fetzer, are concerned about consuming healthy foods, and fully 45% are likely to consider a meat-free Thanksgiving this year. A historically diverse cohort, they are purchasing and preparing a more diverse array of foods than any preceding group of Americans. Campaign visuals highlight these trends.
Fetzer is owned by Concha y Toro, which is traded only on the Santiago Stock Exchange