Fetzer's #Friendsgiving campaign puts a fresh spin on traditional Thanksgiving campaigns by speaking to the most diverse generation in America and sharing new ways for people to connect. The foundation of the campaign is focused on the fact that Thanksgiving celebrations will look a little different this year thanks to social distancing and other changing cultural norms. As the California vintner describes, "Many of us are creatively reconsidering how we celebrate and forge connection, and the kind of cuisine we bring to the table."
Knowing that Millennials are eager to shake up the way things have always been done, in favor of creating their own traditions, Fetzer developed a campaign that underlines that Thanksgiving is what you make of it—whether you prefer a completely meatless feast or a socially distanced potluck this year.
Millennial Friendsgiving Campaigns
Fetzer's #Friendsgiving Speaks to a Diverse Generation
Trend Themes
1. Diverse Friendsgiving Campaigns - Opportunity for companies to reach out to Millennial and Gen Z audience with campaigns that celebrate diversity and offer innovative ideas to connect during the holidays.
2. Socially Distanced Celebrations - Opportunity for companies to provide various options, such as virtual cooking classes and online games, to help people stay connected while observing social distancing guidelines during the holidays.
3. Personalized Holiday Traditions - Opportunity for companies to offer customized food and beverage options that cater to different dietary preferences and restrictions and encourage individuals to create their own unique traditions that celebrate their identities and cultures.
Industry Implications
1. Food and Beverage Industry - Opportunity for food and beverage companies to create new products and promotions that cater to diverse dietary needs and preferences, and offer online cooking classes or other virtual events to engage consumers during the holidays.
2. Hospitality Industry - Opportunity for hotels and resorts to offer socially distanced packages and deals for friends and families looking for a safe and memorable holiday getaway, with activities and amenities that prioritize health and safety measures.
3. Tech Industry - Opportunity for tech companies to develop new platforms and tools that make it easier for people to connect virtually during the holidays, such as virtual games and activities, or AI-based food and beverage recommendations for personalized feasting options.