Jewel-Osco Delivers A Hilarious Thanksgiving Campaign
Jewel-Osco, American retail grocery and pharmacy chain operating as a subsidiary of the grocery distributor and retailer SuperValu Inc. The company originated in 1899, when Frank Vernon Skiff and Frank Ross founded the Jewel Tea Company to supply condiments to the Chicago area from horse-drawn wagons.
Clever Twist
As the Thanksgiving season approached, Jewel-Osco supermarkets embarked on a mission to remind customers that they have everything needed for a perfect holiday feast. Leveraging humor to capture attention, they created a memorable TV advertisement that resonated with audiences through its playful take on a classic children's game.
The ad features a family gathered around the Thanksgiving table, engaging in a game of "Telephone." As each family member whispers a message to the next, the original message humorously morphs into something entirely different as it reaches the last person. This clever use of the "Telephone" game not only entertains but also subtly emphasizes the idea of passing down traditions and the importance of family gatherings during the holiday season.
Highlight
The ad concludes by spotlighting Jewel-Osco’s unbeatable offers, including their lowest-price turkey promotion and a variety of other Thanksgiving staples such as stuffing, cranberry sauce, and beverages. These items are thoughtfully placed within the scene, reinforcing the message that Jewel-Osco is the one-stop shop for all Thanksgiving needs.
The response to the campaign has been overwhelmingly positive. Viewers appreciated the humor and relatability of the advertisement, which stood out amidst more traditional holiday commercials. By combining a light-hearted approach with clear promotional messages, Jewel-Osco successfully engaged its audience and reminded them of the convenience and value offered by its stores.
This innovative campaign not only boosted awareness of Jewel-Osco's Thanksgiving offerings but also strengthened the brand's connection with its customers, making the holiday shopping experience a little more joyful and entertaining. Making it an innovative campaign with a marketing video that snatched them a win in the 2024 NYX Awards.
Credits
Entry Title: Jewel-Osco
Entrant Company: Brand Ave. Studios
Winning Category: Content Marketing - Video or Video Series
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