Insuring America’s Favorite Meal

Challenge:

As the holiday season neared, Whole Foods Market (WFM) sought to drive turkey buyers in store early to prevent hazardous mid-pandemic crowds.

Approach: 

• Leaned into the insight that there will be more first-time cooks
  and individual households celebrating than ever before due to COVID restrictions
• Created “Thanksgiving Turkey Protection Plan” in partnership with Progressive Insurance, to encourage customers to shop early by guaranteeing a refund for anyone who shopped early and experienced a turkey fail on Thanksgiving Day
• Built a microsite for shoppers to “submit a claim” with their WFM receipt and photo of the turkey fail, created a co-branded launch video with Jamie from Progressive, and teased the news on social

Impact:

• Won share of voice in a key selling period for a national grocer by securing coverage across top-tier outlets with 100% positive sentiment and 84% key message pull-through
• Supported with widespread media outreach to top-tier national news, food and lifestyle media: USA Today, FOX Business, Today, Food & Wine, Business Insider, and more
• Most successful PR program in Progressive’s history
• Awarded Best In Retail campaign by PRovoke Media IN2 SABRE Awards