Butterball: Celebrate the Good

Butterball, a turkey brand, launched a campaign in the US to inspire new, younger generation hosts to prepare Thanksgiving dinner.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands