Publix was running their TV commercial for the third year in a row, and wanted a social campaign to incorporate the theme of a "perfect" Thanksgiving. But there isn't one thing that makes Thanksgiving perfect, and everyone is different. So we decided to target specific audiences who celebrate Thanksgiving differently than the picture-perfect TV commercials, focusing on millennial-based Friendsgiving and First Time Hosts.
"Friendsgiving" has been a trend sweeping the nation by many young people who often live far from home and can't travel the distance home. It's a time to try new recipes and be with the family you choose. We partnered with Mandy Kellogg Rye, a fashion and lifestyle blogger in Atlanta who has her own home decor and design store, and let her do her thing with 7 of her closest friends and some delicious memories thanks to Publix.
Mandy of Waiting on Martha helped show everyone her 3 essentials to a perfect Friendsgiving: Setting the Table, Brining the Turkey, and preparing her favorite easy pre-dinner snack, the Perfect Cheese Plate.
The transition to having everyone to your home for the first time can be overwhelming. But the torch must be passed. We found a charming real-life mom and daughter in Atlanta to tell our story. For Darlene and Cree, Thanksgiving is all about family. Darlene, the mother, had been hosting for decades, and her daughter Cree was about to take on hosting her first Thanksgiving on her own. They usually have around 50 people, so as if hosting Thanksgiving isn't scary enough, she needed all the support she could get.
Hacks and how-to's are some of the most searchable terms on the internet, especially leading up to the holiday season. So we wanted to create hacks to make Thanksgiving a little easier.