We collected answers from 19 marketing experts about their favorite Thanksgiving marketing campaigns and insights on how to leverage Thanksgiving, focusing on storytelling, authenticity, and practical value to create campaigns that not only capture attention but also strengthen brand loyalty and consumer trust during this special season.

Thanksgiving is a powerful occasion that brings together values, traditions, and shared experiences, making it an ideal moment for marketers to connect with their audiences. The holiday emphasizes gratitude, togetherness, and celebration, creating opportunities to craft messages that resonate emotionally and foster meaningful engagement. 

REI #OptOutside campaign (most mentioned)

A bold campaign that turned away from Black Friday pressure and focused on living the brand’s values. Instead of chasing Black Friday sales, REI made the bold choice to close all its stores on Black Friday and encourage people to spend the day outdoors. What made it especially standout was that the campaign focused on behavior over discounts, promoting time in nature rather than shopping.

They also paid their employees to take the day off, allowing them to enjoy the outdoors themselves, thereby reinforcing the authenticity of the message and demonstrating that it wasn’t just a marketing stunt.

“Favorite Thanksgiving campaign: REI's #OptOutside… closing stores on Black Friday and inviting people to spend the day outdoors instead of shopping. It stood out because it chose a behavior over a discount.”

Eric Turney – President / Sales and Marketing Director, The Monterey Company

“My Best Campaign is #OptOutside by REI… It was proof of their principles. And they traded short-term sales for long-term community… Be a utility, not just an ornament. The holidays are a difficult time for folks. They're not simply seeking "heartfelt" ads; they are quite literally seeking help. Instead of adding to the noise, be the brand that offers a solution.”

Ameer Draidy – SEO Expert, Circular Design

“REI's #OptOutside campaign flipped holiday marketing on its head… That honesty builds loyalty that money can't buy.”

Ysabel Florendo – Marketing Coordinator, Ready Nation Contractors

“One of my favorite Thanksgiving campaigns was REI's #OptOutside… It aligned perfectly with the brand's values, authenticity over hype.”

Girish Manglani – CEO & Co-Founder, ezcards.io

“REI’s #OptOutside… what stood out most was its clarity of purpose. REI didn’t just sell outdoor gear, they sold a mindset rooted in values.”

Caroline B. Geraghty – Operations + Marketing Manager, Purple Media

“There can only be one Thanksgiving campaign that sits at the top spot, and that is REI's #OptOutside campaign.”

Josh Eberly – Chief Marketing Officer,  Marygrove

“My favorite Thanksgiving campaign was REI's #OptOutside… It worked because it cut through the noise of discounts and hype.”

Josiah Roche – Fractional CMO, JRR Marketing

Coca-Cola “Share the Magic” campaign 

Share the magic encouraged hundreds of people to create user-generated content to share their talents, opinions, and at the same time, bring visibility to the brand.

We are also inviting you to check out an ad from Coca-Cola’s 1950s Thanksgiving campaign. 

“One campaign that really stood out to me was Coca-Cola’s ‘Share the Magic’ Thanksgiving campaign… It wasn’t just about selling a drink - it was about sharing moments.”

Vishwas Singh Shekhawat – Digital & Performance Marketing Specialist, Founder - Senior Trainer at Skillwaala.com

“One of my favorite Thanksgiving campaigns is Coca-Cola's ‘Share the Magic’ series… The authenticity of the storytelling made the brand feel relatable and memorable.”

Sonali Ray – Co-Founder, Rankex Digital

Publix “Grown-Up Table” Thanksgiving commercial

Publix commercials have a warm, realistic tone. Experts love them for their simplicity, genuine family feeling, and emotional pull.

“It doesn't over-glamorize Thanksgiving…it gives us the quiet, real moments that are Thanksgiving: the kids' table coming together, pulling up another chair because someone showed up unannounced, a quick couch nap post-meal, football on the screen with friends and family, the warm surprise of someone you haven't seen in a while.”

Bill Harper – Founder & Chief Creative Officer, BrandBossHQ

“One of my favorite Thanksgiving campaigns is Publix's "Grown-Up Table." Their storytelling has an unmatched emotional pull; it doesn't just sell a product, it captures the feeling of togetherness that defines the holiday. The subtle details, from the shared glances across the dinner table to the intergenerational connections, create an authentic emotional resonance that feels timeless rather than transactional. It's a masterclass in values-based branding that deepens customer loyalty without overtly selling.”

Carolynn Poulsen – Director of Growth Marketing, Forge Digital Marketing

Airbnb’s Thanksgiving stories

Airbnb campaigns highlight real people connecting and celebrating together. They’re emotional, warm, and very human.

“I've always loved the Airbnb Thanksgiving campaign that showed real families and travelers coming together, sharing meals and making memories in some pretty amazing homes. What really gets me is how down to earth and genuinely heartwarming it felt, it was all about people connecting and feeling at home, rather than just trying to sell something. That's what made it memorable.”

Nirmal Gyanwali – Founder & CMO,  WP Creative

“Airbnb’s “One Less Stranger” campaign is a timeless example of gratitude-driven marketing. The campaign encouraged hosts and guests to perform random acts of kindness for strangers, perfectly aligning with the Thanksgiving spirit of connection and generosity. ”

Khushboo Verma – Digital Marketing Specialist, Wildnet Technologies

“Airbnb… shared short videos focused on connection… showing the spirit of Thanksgiving isn’t about where you stay, but who you share it with.”

Joshua Pearson – Founder, Peaco Marketing

Butterball Turkey Talk-Line

A warm, helpful, long-running service helping families handle cooking panic moments.

“Favorite Thanksgiving campaign: Butterball’s Turkey Talk-Line, especially the evolution into voice assistant integrations and live text support. It stood out because it turned a once-a-year panic into a calm, human ritual. Real experts, real-time help, and a modern channel mix created genuine utility, emotional safety, and a steady drumbeat of earned coverage. It is a masterclass in solving a high-stakes kitchen moment while reinforcing brand warmth.”

Mike Vannelli – Creative Director, Envy Creative

“My favorite campaign is Butterball's Turkey Talk-Line. For decades they've shown up exactly when anxiety peaks—oven on, guests en route, bird still half frozen. It's brilliant because it's not "an ad." It's a seasonal service wrapped in empathy. Real humans, real-time answers, updated channels (phone, chat, smart assistants), and a predictable annual rhythm. It builds trust, earns media, fuels user stories, and quietly places Butterball at the heart of the ritual. That staying power—service > slogan—is why it stands out.”

Nicholas Robb – UK Design Agency, Design Hero

Uber Eats – Friendsgiving

Uber Eats’ annual “Friendsgiving” initiative encourages friends to come together and celebrate by ordering food through the app, often featuring special promotions, curated menus, or discounts to make sharing meals easier and more festive. It’s designed to make group gatherings seamless, even when everyone can’t be in the same place or cook.

“One standout Thanksgiving campaign is the annual "Friendsgiving" initiative by Uber Eats. This campaign resonates deeply because it emphasizes togetherness, inclusivity, and convenience during the holiday season. By highlighting how their service enables people to share meals no matter their circumstances, Uber Eats taps into the emotional core of Thanksgiving while effectively showcasing their value proposition.”

Valentin Radu – Founder, Omniconvert

Martha Stewart  product-as-story holiday style

“One type of campaign I love (and borrowed from) is the type Martha Stewart does every year around the holidays, where the story is a heartfelt situation involving the products, rather than a story about the product. Instead of showing an espresso machine extracting espresso, they showed a Thanksgiving table, and then afterward, the family all gathered around the espresso machine, drinking cappuccinos. We've done this with earrings: showing sisters switching earrings before the Thanksgiving dinner, or a daughter giving her mom a set with a handwritten note. Sales definitely confirm the power of this type of campaign. Our conversion rate for social holiday campaigns jumped from 1% to 1.4%.”

Lexi Petersen – Founder, Cords Club

Latico Leathers feeding families

“My favorite Thanksgiving campaigns are the ones that feel truly human, not just like another sale. I'll always remember Latico Leathers' "Feeding Families" initiative. They didn't just thank their customers. They made them partners in providing meals through Feeding America. It transformed a simple purchase into an act of community support. That shared purpose builds a much deeper, more authentic loyalty than any discount ever could.”

Isabella Rossi – CPO, Fruzo

Thanksgiving campaigns are most effective when they feel genuine. The experts agree: people want connection, calm, gratitude, and helpful ideas, not loud discounts. Authenticity is the message that lasts.

Happy Thanksgiving!

Wishing you a warm, joyful, and restful Thanksgiving filled with gratitude and great company. May your holiday be meaningful, restorative, and full of heart. May your marketing in the season ahead be inspired, authentic, and impactful.

A special thank-you to all the experts who contributed their insights. Your expertise, creativity, and time made a tremendous difference. We deeply appreciate every idea shared and every moment invested. Follow to see the evergreen topic tips from marketing experts soon! 

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