Wild Turkey - Thanksgiving

Throughout the year, several key dates bring family and friends together for some quality time over a nice meal (and drinks!). For drinks brands, key dates such as Christmas, Easter, Halloween, etc. were the key moments where they could amp up their messaging and promotions.

However, there’s always a saturation and getting heard in this noise is nearly impossible, and that’s why it was vital for us to go hard on the moments that really mattered, where we have legitimacy and authenticity.

For us, this was Thanksgiving…

Thanksgiving is an American holiday founded from a celebration of the early settlers and pilgrims; the first harvest was in 1621. Still, it is celebrated the World over, and in the UK, there are 200,000 Americans.

More people in the US celebrate Thanksgiving than Christmas, with people everywhere travelling home to be with family to celebrate what they have to be thankful for.

Three Halves produced a campaign that would drive brand consideration and trial centred around the festivities of Thanksgiving in the UK, or as we called it, #WildThanksgiving.

To drive this consideration, we focussed on where consumers could actually enjoy a Thanksgiving meal with, of course, Wild Turkey Bourbon – at bars up and down the country.

The challenge was that whilst the bars were on board, they simply didn’t have the resources to promote this.

So, to bring this to life, we did 3 key things:

1. Imagery of Key Serves

Our creative team travelled to 27 bars in London, Leeds, Manchester, Liverpool, Bristol, Edinburgh & Glasgow in 5 days. We created a bank of imagery for each bar for them to use on social media.
2. Individual Bar Menus

Designed a special Thanksgiving menu based on Wild Turkey’s key serves and the food pairings that were on offer.
3. Localised & Timely Promoted Social Ads

Geo-targeted the content and promotional message for all 27 bars with individual copy and creatives to reach existing and potential consumers.