Insuring America’s Favorite Meal

Insuring America’s Favorite Meal

wfm turkey protection plan


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


  • 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


  • 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