DeCA Joint Industry
Thanksgiving Turkey Program

  • Recipe Coupon Booklet
  • In Store POS
  • Digital/Social Ad Campaign
  • Worldwide Shipping

This annual program was developed as an industry-wide co-marketing event to help DeCA (the Defense Commissary Agency) compete against retail stores offering free turkeys during the Thanksgiving holiday season.

They needed...

to increase sales of fresh or frozen whole turkeys in commissaries
and offer patrons the opportunity to get a free Thanksgiving turkey, by engaging industry members including Kraft Heinz, General Mills, Mondelez/Nabisco, Reynolds/Hefty, Frito-Lay, Kellogg's,
Pepperidge Farm, Coca-Cola, Kimberly Clark, and other major brands.

we delivered...

a comprehensive co-marketing program involving key industry partners, which offered patrons high value coupons from popular holiday brands and the opportunity to combine those coupons towards their turkey purchase. This has become one of DeCA's premier yearly programs.


Recipe Coupon Booklet

We designed a format which allowed shoppers to use coupons inside and retain the recipes and tips from participating partners to help prepare for holiday meals. 

In-Store Assets

The recipe coupon booklet was handed out and also displayed on shippers at key points throughout the store. Posters advertised the program and instructed shoppers to pick up booklets at display.


Digital Assets

As the program evolved, digital and social ad campaigns were implemented to alert shoppers to the program and generate interest.

Springboard for Other Programs

Since the first Turkey Program in Nov 2009, additional joint industry programs have been added for other key drive periods including Spring/New Item, May/Grilling, Aug/Back-to-School, and Sep/Tailgating.

In Sep 2017, a Fandango Rewards offer was added to the existing program. In addition to combining coupons towards a fresh beef or pork purchase, patrons could also earn a FandangoNOW movie rental with purchases of participating products.


Fandango Rewards Summer Program

In Summer 2018, the Fandango Rewards offer gave shoppers an opportunity to get a free movie ticket (up to $9). This type of program drives consumption of participating products because shoppers have to meet a purchase requirement to get the reward. Most shoppers showed a diverse shopping basket and a few shoppers participated multiple times during the promotion. 

The program had such a high participation rate, it capped out a week into the receipt submission program. Analytics included demographics and products most often purchased per receipt validation.

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