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Gen-Z, Millennial Media Opps: Progressive offers "Turkey Insurance" through partnership with Whole Foods
Whole Foods, is offering "Turkey Insurance" during a Thanksgiving ad campaign. To be eligible for the Turkey Protection Plan, shoppers must purchase a Whole Foods band turkey between November 11-22. Shoppers can then submit a claim for a $35 Whole Foods gift card if their turkey ends up overcooked, undercooked or is not satisfactory in any way. The campaign was developed by Progressive's creative AOR Arnold Worldwide, and will supported across streaming TV, online video, social media and TV billboard ads on the Food Network and the Cooking Channel. Per Progressive's CMO Jeff Charney, this is a one-time partnership for the two companies.
According to iSpot, Progressive spent around $805.6m on national TV ads YTD, a 9% increase from $737m spent during the same time period of 2019. Full-year spend equaled $865.9m in 2019 and $842m in 2018. This year, it placed ads during programming such as "NFL Football," "NBA Basketball," "Friends," "College Football" and "The Price is Right."
Magellan reports Progressive placed around 3k podcast ads over the last year.
Per Pathmatics, Progressive earned 37.7b impressions through desktop display ads (42%), desktop video (32%), Facebook ads (18%), Instagram ads (3%), mobile display ads (3%) and Twitter ads (2%). It placed the majority of these ads site direct (72%) onto sites such as facebook.com, youtube.com, instagram.com, espn.com and twitter.com. It placed the remainder through a variety of indirect channels onto sites such as zillow.com, yahoo.com, reddit.com, finance.yahoo.com and amazon.com. It spent around $220.3m on digital display ads over the last 365 days, a 7% increase from 205m spent over the 365 days prior.
Sellers-- The insurance giant seems to mainly target Gen-Z and millennials with a male skew. It reaches these demographics through digital display and national TV ads. It has been increasing funds in both channels over the last year. It also invests in OOH, print and radio ads, per Kantar. Sellers should reach out soon to secure possible last-minute campaign ad dollars.
Agency & martech readers-- Allison+Partners helps out with PR duties. There are no signs of an impending agency review at this time. You can try offering digital or media buying and planning assistance.