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Brands aim to bolster the holiday celebrations, even amid the pandemic

Thanksgiving is almost here, and we at Cassandra wish you a wonderful and safe holiday, no matter how you’re celebrating. Brands, too, want to help drum up celebratory traditions for consumers, especially as they face tough choices about seeing friends and family on Turkey Day. We’ve rounded up some holiday-ready initiatives from food brands that are serving up fun and family-time, albeit with a pandemic-appropriate twist.

WHITE CASTLE

White Castle is dishing out what “Cravers” really want ahead of this Thanksgiving: a slew of Turkey Day-ready initiatives meant to inspire both in-person and virtual celebrations. The hamburger chain is releasing an on-brand stuffing recipe that uses its iconic Sliders and promoting it with the help of beloved ‘90s rapper and producer Coolio. But White Castle isn’t stopping at harnessing ‘90s nostalgia: they’re tapping mega YouTube influencer Tim Chantarangsu to vlog about his Friendsgiving plans, intended to encourage consumers to share their own #WhiteCastleFriendsgiving celebrations. With multiple touchpoints, this campaign is sure to cover a broad array of bases for Cravers across the nation.

CHEETOS

If a turkey stuffed with White Castle Sliders isn’t your thing, perhaps a pumpkin pie made with Cheetos is more your speed. Cheetos released this recipe, alongside 21 other recipes that utilize the famous cheesy crisp, in a limited-edition holiday cookbook titled “Bon-Appe-Cheetos: A Holiday Cookbook by Chester & Friends." Fans of the Frito-Lay snack brand could score a copy by visiting this dedicated microsite and making a donation of at least $35 to World Central Kitchen. While the cookbooks were snatched up fairly quickly, fans were also given the chance to win a cookbook through a promotional social media contest, a vehicle many brands have lately tapped to drum up large scale excitement.

WHOLE FOODS X PROGRESSIVE

Whole Foods Market teamed up with Progressive Insurance to launch the Thanksgiving Turkey Protection Plan, “the first-ever ‘insurance’ for the beloved centerpiece of the Thanksgiving meal.” From 11/11 through 11/22, anyone who purchases a turkey from Whole Foods and (this is key) proceeds to commit a “turkey fail” can submit a claim at this website; if approved, they’ll receive a $35 Whole Foods gift card. “As we anticipate more smaller Thanksgiving gatherings and first-time cooks tackling turkey preparation this year, the Thanksgiving Turkey Protection Plan allows customers the freedom of culinary exploration, knowing all is not lost should their cooking go astray,” said Theo Weening, Vice President of Meat and Poultry at Whole Foods Market.


Cassandra Daily will be on hiatus for the Thanksgiving holiday from Wednesday, November 25th, through Friday, November 27th, and will resume Monday, November 30th.