Tito’s Handmade Vodka has launched a US marketing activation for the Thanksgiving holiday, reworking the traditional ‘Turkey Trot’ fun run into a more leisurely ‘Turkey Rot’.
The initiative invites consumers to relax “horizontally” over the holiday, rather than take part in a long-distance run, while raising money for the charity Meals on Wheels America. Tito’s, which is produced and bottled by Fifth Generation, has pledged an initial US$500,000 donation to the non-profit, with an additional $5 per registration, up to $1m in total, to support efforts to combat senior hunger and isolation.
The activation is supported by themed merchandise packs – priced at $25 and $85 – with “100% of net proceeds” also going to the charity. Participants can register free of charge via Tito’s website and share their involvement through social media integrations.
To accompany the campaign, the company has developed a set of limited-edition cocktails, including the Tito’s Bloody Mary-thon and Turkey Rot Toddy.
In September, Tito’s spent an undisclosed sum on majority control of Lalo Tequila.
