Thanksgiving has long been a time for family, gratitude, and reflection — but for many brands, it’s also a prime opportunity to drive holiday spending.
This is easily reflected in the fact that U.S. households are expected to spend 8% more on holiday expenses this year, compared to 2023.
But not every brand is focused on the shopping frenzy. Brands like Kroger, Publix, and Opendoor are using their campaigns to highlight the true spirit of Thanksgiving, rather than heavily push a “buy now” narrative.
As a result, their Thanksgiving campaigns have been met with praise for connecting with their audiences on a far more meaningful level.
This shift in strategy isn’t just about sentimentality — it’s smart business.
These campaigns remind all of us that partnering with branding experts to craft an authentic message rooted in core values can foster deeper loyalty and create lasting impact.
1. Kroger
Kroger’s “Share your food, share your heart” animated short showcases a happy family living their lives across the street from a lonely woman.
One of the children notices her and starts leaving her holiday snacks the family made.
When the rest of the family notices this kind gesture, they all chime in and arrive at the woman’s front door with various dishes.
Kroger ends the commercial with the heartwarming message to share your food, to share your heart, and to create cherished moments.
Going beyond just selling groceries, the short film highlights the deeper emotional ties with food by focusing on themes of compassion, community, and connection.
Purpose-driven branding like this also helps consumers see the brand as a partner.
2. Publix
The “With Publix, there’s love at every Thanksgiving table.” spot sees young Liam prove himself worthy of sitting at the “grown-up” table.
From taking guests’ coats, helping set up the dining table, and being an overall great host, Liam finally gets his chance.
But soon enough, he longs for his seat among his friends, bringing the message home to families that parents should let kids be kids.
The focus on the “kids’ table” evokes a sense of nostalgia for viewers, reminding them of their own childhood, which in turn can strengthen Publix’s emotional connection with the audience.
This form of brand storytelling is typically used to foster loyalty and create a memorable impact among consumers.
3. Opendoor
Real estate company Opendoor replaced the classic smell of chocolate chip cookies to sell houses with the Turducken: a sumptuous deboned duck stuffed into a deboned chicken stuffed into a deboned turkey.
In “The Turducken of Offers” families from various periods can be seen enjoying the dish together in all its forms.
The spot also taps into humor by showcasing the Turducken with three legs.
Relating its services to the unconventional feast, Opendoor taps into purpose-driven branding to support its ethos — making buying and selling a home an easy and hassle-free process for all families.
Why This Matters
These campaigns stand out, not just for going against the grain, but also for their ability to to build brand trust.
By connecting with the emotions that make the holiday season so special, brands like Kroger, Publix, and Opendoor are doing more than just selling — they are fostering relationships and banking on tradition.
This shift reflects a bigger change in the way companies are approaching the holidays.
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Building trust with customers can give brands a competitive advantage in a crowded market — per a recent Sproutsocial report, 57% of consumers will increase their spending with a brand they trust.
Moreover, 76% will choose a brand they trust over a competitor.
Yet trust isn’t built through fleeting promotions or surface-level campaigns. It is cultivated by aligning with values that resonate deeply with customers.
By highlighting shared values like family, connection, and gratitude through brand activations, companies are building stronger bonds with their customers — rather than creating short-term buzz — and nurturing long-term brand equity.
