Interactive Content

Thanksgiving-themed campaign puts Pacific Foods at the head of the table

Maxwell PR devised a clever take on holiday consumerism with its Leftover Upgrade project, winning “Best Interactive Content” in PR Daily’s 2020 Digital Marketing & Social Media Awards.

Leftover Upgrade - Logo -

Not everyone goes holiday shopping over Thanksgiving weekend. Many stay home and figure out what to do with all those leftovers.

Maxwell PR cooked up an inspired campaign—dubbed Leftover Upgrade—for Pacific Foods.

The campaign motivated consumers to use Pacific Foods staples, such as chicken broth, to take their best shot at Leftover Upgrades such as Remarkably Rosemary Turkey Noodle Soup and Tantalizingly Tart Potato Waffles. Ads on Facebook, Instagram and Pinterest featured classic Thanksgiving leftover foods with a clear call-to-action and a “Play for a chance to win!” bug. 

Launching one week prior to the holiday, it generated the following results over a two-week time frame:

  • 95,000 video views
  • 63,000 sweeps entries
  • 46,000 e-news sign-ups
  • 1 million social media impressions

Beyond that, the campaign received 33% more video completions than entries, suggesting many visitors returned to “play again.”

  • Fans continue responding to traditional flavor profiles and savory comfort foods, making Thanksgiving an ideal timeframe for the brand; Remarkably Rosemary Turkey Noodle Soup was the result for 50% of total entries.
  • More than seven in 10 entrants opted into Pacific eNews to receive recipe content and news (more than four times the goal).

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