Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.
A brand synonymous with "Thanksgiving," Butterball is rooted in tradition and heritage. But the holiday was shifting, as diverse younger generations showed hesitancy to take on the tradition of hosting Thanksgiving and preparing turkey. Then, the pandemic hit, which threatened to exacerbate hesitancy to host.
If Butterball didn't adapt to the season's evolution, the brand risked becoming irrelevant. With traditional in-person research off the table, we engaged in an audience exploration toward understanding what united and drove apart younger generations on the topic of Thanksgiving. We achieved...