The brand behind those meaningful holiday moments

Butter is at the heart of countless Thanksgiving recipes, and Horizon Organic wanted to be the brand behind those meaningful holiday moments. Partnering with Response Media, they launched a data-informed, multichannel campaign that transformed this everyday cooking essential into a massive driver of consumer engagement, product discovery, and timely brand connection. Across email, social, and web, the campaign united creativity and strategy, delivering Horizon Organic’s most successful social activation to date. The objective? Drive engagement, elevate brand relevance, and spotlight Horizon’s full dairy portfolio through a campaign rooted in consumer insight and holiday behavior.  

We asked consumers: How much butter is in your Thanksgiving spread?

This simple question prompted an Instagram giveaway, inviting followers to comment with their butter prediction for a chance to win a year’s supply. With email driving traffic to the post, the campaign turned scrollers into participants and surpassed engagement benchmarks. Email served as the campaign’s launchpad, activating Horizon Organic’s full active database.  

Key Strategies

• Developed a seasonal, insight-driven concept centered on a simple engaging question
• Leveraged first-party data to segment audiences and deliver tailored, relevant messaging across various types of subscribers driving deeper engagement
• Deployed email as a primary activation channel, using clear CTAs to drive engaged traffic to the Instagram giveaway, holiday recipes, and product portfolio
• Enhanced email performance with interactive creative: animations, GIFs, quizzes, and A/B-tested coupon offers to capture attention and motivate action

The campaign was grounded in Response Media’s core strength: using behavioral insights and data-led strategy to drive meaningful consumer action. As a pioneer in performance marketing for over 45 years, we specialize in creating precision-targeted, emotionally compelling programs that convert attention into action.  

Results

In a season steeped in tradition, Response Media helped Horizon Organic cut through the holiday clutter with a campaign as smart as it was simple. By turning a humble stick of butter into a catalyst for conversation and connection, we transformed passive audiences into active participants—and reminded consumers that Horizon belongs at the heart of their holiday table. Grounded in a timely, consumer-first idea and executed with strategic precision, the campaign delivered standout engagement, a seamless multichannel experience, and ultimately exceeded client expectations.