With Thanksgiving just around the corner here in the States, Butterball, has launched a new campaign and platform to celebrate the season. 

The new platform, 'Today, We Turkey,' was created to inspire some swagger in the kitchen and celebrate the many ways a homemade meal brings us together. As a long-standing and beloved brand, Butterball wanted to not only elevate to a more emotional space to bring to life the powerful force of togetherness and all the ways Butterball helps people pass love on, but also build relevancy with younger audiences who don’t necessarily have the same awareness and relationship with the brand as their parents. The work recognises the important balance between tradition and reimagined gathering and hosting trends. While the platform launches this Thanksgiving it will live on throughout the year.

The fully integrated campaign launches across television, digital channels, and other seasonal extensions. National TVCs will air on channels such as Spotify, Hulu, and TikTok through behaviour targeting. Additionally, the new platform will come to life with a newly designed website with easier-to-find resources to help with prep, cook, and leftovers, TikTok tips and Ah-has! from Turkey Talk-Line experts, and Butterball Turkey Talk-Line Comfort Calendars.

Creative for the platform was developed and executed by VMLY&R, with earned media support from Edelman.