According to a 2020 Thanksgiving survey by Camden, New Jersey-based Campbell Soup Co., there will be an influx of first-time hosts and nervous cooks this Thanksgiving due to smaller, more intimate holiday get-togethers.
Notable findings from the survey include:
- Small but mighty: Compared to a typical year, more than half of consumers will celebrate Thanksgiving with fewer people.
- Home sweet home: Nearly two thirds (65 percent) of consumers will celebrate Thanksgiving in the comfort of their own home.
- Rookie host with the most:More than 1 in 5 (22 percent) will be first time Thanksgiving hosts.
- Sides are the stars: More than three quarters (77 percent) of consumers said mashed potatoes are one of their favorite Thanksgiving side dishes.
- No-Fail “GBC:” 41percent of first-time hosts rated Green Bean Casserole as top “no fail” holiday dishes.
With so many first-time Thanksgiving hosts, many are nervous they may experience a mishap with their beloved traditional dishes. Manhattanites in particular are feeling the pressure, with numerous transplants not returning home for the holidays this year. More than 1 in 3 Manhattanites (35 percent) will be first-time hosts, with 67 percent saying they will celebrate with fewer people than usual and 66 percent of survey respondents dreading the possibility of an epic cooking fail.
Campbell’s Dinner Insurance is a holiday side dish solution hub where first-time hosts can find easy, no-fail holiday recipes. In partnership with Instacart, an online grocery delivery systems, all Manhattan residents will receive the opportunity to insure their Campbell’s side dish ingredient purchases. In this pilot program, Instacart cooks can submit a claim to receive a gourmet replacement side dish with same-day delivery on Thanksgiving.
“We know Thanksgiving will look and feel differently this year – with so many first timers assuming the responsibility of cooking their favorite holiday meals for a smaller gathering,” says Linda Lee, chief marketing officer of meals and beverages for Campbell Soup Co. “We also know that while we look forward to that centerpiece turkey, our mouths water when anticipating the classic side dishes of the Thanksgiving table. Our goal with Dinner Insurance is to remind everyone that even in the toughest of times, Campbell’s is here to make holidays easier and more delicious with our no-fail classic side recipes.”
In addition to no-fail recipes, consumers are looking to make this year as stress-free as possible. Eighty percent of consumers use online grocery shopping services and nearly a quarter plan to use them more than last year for Thanksgiving shopping in 2020. The brand’s partnership with Instacart provides access to millions of consumers who are actively shopping for Thanksgiving.
“Dinner Insurance is a ‘first to market’ program in many ways,” says Seth Dallaire, chief revenue officer of Instacart. “This partnership has allowed us to pilot new consumer marketing and co-branded tactics that will truly drive sales and awareness. We are thrilled to join Campbell’s on a unique program that not only unlocks added value and engagement for their growing customer base, but truly helps those during an unprecedented holiday.”
No-fail side dishes offered through Dinner Insurance include Campbell’s Green Bean Casserole, Pepperidge Farm Savory Stuffing, Swanson Double Stock Mashed Potatoes and Pepperidge Farm Baked Brie.
For classic, no-fail Thanksgiving recipes and to learn more about the Manhattan Dinner Insurance pilot program, visit Campbells.com/DinnerInsurance.
