Thanksgiving week is one of the most competitive moments in the marketing calendar. Every brand is fighting for attention, every inbox is full of promos, and every social feed is a mix of gratitude posts, recipe videos, and “last chance” sales.
But here’s the truth:
The brands that win Thanksgiving aren’t the ones with the biggest discount… they’re the ones with the most meaningful message.
And if there’s one audience that deeply connects with meaning, storytelling, food, and family rituals, it’s Latino consumers.
This week is packed with opportunity. Let’s break down what brands can learn from successful holiday marketing, and how weaving in Latino culture can take a Thanksgiving campaign from forgettable to unforgettable.
Lead With Emotion, Not Just Offers
Sure, Thanksgiving is a shopping week, but it’s also an emotional week. Gratitude, togetherness, memories, traditions, they all take center stage.
People don’t just buy products during Thanksgiving. They buy feelings.
This is where Latino culture shines. Latinidad is built on emotional richness:
- Big family gatherings
- Multi-generational storytelling
- Shared meals
- Warmth, humor, and chaos
- Traditions that make people feel connected to home
A brand that highlights these emotional touchpoints earns relevance.
Tip: Instead of leading with a deal, lead with a story that feels like a moment around the dinner table.
Celebrate Diverse Thanksgiving Traditions
Thanksgiving tables aren’t one-size-fits-all.
For many Latino households, Thanksgiving is a hybrid holiday, a blend of American customs and Latin American flavors. You’ll see turkey alongside tamales, arroz con gandules, pozole, pupusas, flan, tres leches… you name it.
When brands show this cultural mix, consumers feel seen.
Tip: Create content that highlights fusion dishes or family traditions that blend cultures. Representation = connection.
Show Real Family Dynamics (The Chaos Is Part of the Charm)
Holiday marketing often paints perfect families in perfect kitchens. But real life?
Kids are running around, cousins are fighting over the last roll, someone burned something, and everyone’s talking over each other.
Latino families especially bring energy and personality to gatherings: laughs, music, and fiesta.
Brands that acknowledge the beautifully chaotic reality feel more relatable.
Tip: Use humor or slice-of-life storytelling that reflects authentic family moments.
Give People Something Worth Sharing
Thanksgiving is a social-media-heavy week. People share:
- Food
- Family photos
- What they’re thankful for
- Moments that feel meaningful or funny
A campaign that taps into shareable emotion or identity travels fast.
For Latino audiences, shareability skyrockets when content includes:
- Cultural celebration
- Nostalgia
- Food traditions
- Family pride
- “That’s exactly how my family is!” moments
Tip: Create a campaign that sparks recognition or nostalgia—something people want to tag family members in.
Extend Your Strategy Beyond Thanksgiving Day
Latino holiday culture doesn’t stop on Thursday.
For many families, it rolls into the whole weekend and merges right into the long holiday season.
Brands often treat Thanksgiving as a one-day event. Big mistake.
Tip: Build a full-week narrative that leads into the broader holiday season.
Thanksgiving Is a Cultural Moment. Treat It Like One
The most impactful Thanksgiving campaigns don’t rely on clichés. They rely on connection.
They lean into values like:
- Gratitude
- Family
- Tradition
- Belonging
- Memory
The Latino audience lives these values deeply and responds strongly to brands that acknowledge them.
At Vaquero, this is our specialty. We help brands speak to multicultural consumers with authenticity, nuance, and creative storytelling that actually resonates. If you want your Thanksgiving campaigns (and beyond) to feel meaningful, culturally aware, and truly memorable, we’re here to help you get there.