• by Tanya Gazdik , November 10, 2020

Progressive Insurance is teaming up with Whole Foods Market to help lessen meal-prep anxiety with a Thanksgiving Turkey Protection Plan.

The companies will offer consumers a $35 Whole Foods Market gift card in the case of a turkey cooking fail. 

The promotion is a natural extension of Progressive’s funny-because-it's-true approach to creative that’s rooted in relatable insights, according to the company. 

The “turkey insurance” concept was initially created by Whole Foods Market in collaboration with MWWPR. Progressive has also developed new creative from Arnold Worldwide timed with the partnership that will live across OTT, OLV and social channels, as well as select billboard placements on TV via Food Network and the Cooking Channel. 

The TV spot shows Progressive’s Jamie trading in his Progressive apron for a chef’s apron. Because of the assurance of a no-fail turkey, he is emboldened to try creative turkey recipes such as TurCactuNanaDucken.

This is the first time the two companies have collaborated and it is a one-time partnership, says Jeff Charney, Progressive's chief marketing officer.

"We know the Thanksgiving holiday will look a little different for many folks this year,” Charney tells Marketing Daily. “Smaller-scale gatherings of families and friends mean there will be a lot of first-timers trying their hands at cooking a turkey. It’s inevitable that birds will be overcooked. In a time of uncertainty, you can be certain that we've got your Thanksgiving staple covered—giving you one less thing to worry about."

Shopping early and being prepared are essential to conquering the biggest meal of the year, according to the companies. To be eligible for the Thanksgiving Turkey Protection Plan, shoppers must purchase and obtain their Whole Foods Market brand turkey between Nov. 11-22. 

If the turkey turns out overcooked, undercooked, burnt, dry or just doesn't end up cooking like expected, consumers can visit TurkeyProtectionPlan.com for details on how to submit a claim to be eligible for a $35 Whole Foods Market gift card, limited to the first 1,000 claims, beginning Nov. 26.

“We want to help customers rise to the occasion and take on that turkey with confidence for less-stressed Thanksgiving meal preparation," says Theo Weening, vice president of meat and poultry at Whole Foods Market, in a release.