thanksgiving side dish smoothies
THE SITUATION
blending holiday tradition into buzz
Black Friday and Cyber Monday are the Super Bowl of kitchen appliance sales, where brands battle for attention with flashy launches, massive ad budgets, and splashy campaigns.
But nutribullet had a problem: no new products, no big news, and a very scrappy budget. If we wanted to compete with giants, we needed to outsmart them, not outspend them.
THE IMPACT
With no new product and a budget of less than $20K, Spool’s earned-led campaign drove a 65% year-over-year sales increase, outperforming competitors with multimillion-dollar holiday budgets. Nutribullet led category share of voice during Black Friday and Cyber Monday, securing 326 earned placements, 418.6 million impressions, and $2.1 million in media value, all at just $0.09 CPM. With zero paid support, the campaign broke through with top-tier coverage in outlets like Yahoo! Life, Delish, TrendHunter, Nerdist, and AOL.
THE SOLUTION
Instead of trying to shout louder, we chose to play differently.
Spool tapped into a cultural obsession bubbling up that season: quirky food trends. With nutribullet’s dietitians and recipe developers, we reimagined the Thanksgiving table; blending eight iconic holiday side dishes into playful “smoothie-fied” recipes, from stuffing to green bean casserole.
The concept was weird enough to grab attention, but smart enough to feel intentional and shareable. We launched a media blitz, serving up recipes across lifestyle, food, and general news outlets, and invited consumers to visit nutribullet’s site for step-by-step guides.
$2.1m
advertising media equivalency
418.6m
earned media impressions
326
earned media placements