• by Teresa Buyikian , 5 hours ago

Tito’s Handmade Vodka flips the script on the traditional Thanksgiving Turkey Trot with its latest promotion benefiting Meals on Wheels America.

The brand has launched “Tito’s Turkey Rot,” what it refers to as “a tongue-in-cheek twist on the traditional Turkey Trot that trades sneakers for slippers and finish lines for raised glasses.” Created with agency Arts & Letters, the brand cites the recent “bed rotting” trend as inspiration of the campaign, which invites consumers “to do less, rest more, and ‘race’ toward the couch with a cocktail in hand.”

“The holidays are already an endurance sport of traveling, cooking, and entertaining,” says Taylor Berry, vice president of marketing at Tito’s Handmade Vodka in a release. “The Tito’s Turkey Rot is our invitation to sit this one out, sip something great, and still make a difference. And if you’re a Trotter, you can enjoy a well-deserved Rot after your 5k.”

Consumers can “register” to be part of the Turkey Rot, and purchase optional Turkey Rot Race Packets, online here. The race packets are available in $25 and $85 options, with 100% of net proceeds benefiting Meals on Wheels America. The packs contain traditional race-day staples like an official bib, stickers and other items such as a humorous "It's Not a Water Bottle" bottle.

The brand also made a $500k donation to Meals on Wheels America and will add another $5 per each Turkey Rot registration, up to $1 million. Thos who sign up can also share their registration directly to their social media platforms through Tito’s website. Tito’s is promoting the Turkey Rot via PR, digital and social media across the brand’s platforms.

The brand has also created new themed cocktails in honor of the Turkey Rot, including Tito’s Bloody Mary-thon to the Tito’s Turkey Rot Toddy.