Drive engagement around chicken during the holidays which is typically a very low-interest time period.
Due to the pandemic, we knew smaller gatherings along with smaller budgets would be top of mind for consumers between Thanksgiving and Christmas. So it was the perfect time to serve up chicken, both smaller and cheaper than turkey, as an alternative protein. Since there was no way to avoid Turkey’s dominance during this timeframe, we played right into it. With a tongue-in-cheek tone, we overtly pitted Turkey against Chicken to remind Americans that Turkey wasn’t the only game in town for holiday dinners. They had a choice! In addition, we let consumers weigh in on the heated debate because this is just the kind of topic social fans get passionate about.