If you're looking to generate more revenue over the holidays, try enlisting a celebrity to deliver poultry to customers' doorsteps. The strategy seems to be working for Wild Turkey, the multimillion-dollar whiskey brand that Campari acquired in 2013.
Earlier this month, Matthew McConaughey helped deliver 4,500 Butterball turkeys to residents of Lawrenceburg, Kentucky, where the Wild Turkey distillery is based. The Oscar-winning actor (Dallas Buyers Club) surprised dozens of local families ahead of Thanksgiving, prompting elated cries of "I'm so excited!" and "It's a sexy man carrying my turkey!" in a video released on Monday.
McConaughey had agreed to become Wild Turkey's "creative director"--effectively, a souped-up brand ambassador--last summer.
"[We gave to] those who absolutely needed it, and other people who were just doing good in the community," McConaughey says in the promotional clip. "We were just damn happy to do what we were doing."
In addition to gifting turkeys to Lawrenceburg residents, Wild Turkey donated 580 turkeys to the local food bank and nursing home, and delivered 50,000 Thanksgiving meals through the affiliated nonprofit Share Our Strength.
Of course, McConaughey isn't the first celebrity to ink an endorsement deal with a major brand, although plenty of A-listers aren't actually that involved with the companies they claim to represent. Wild Turkey insists this partnership is different. Since joining with the company last summer, McConaughey has written, directed, and appeared in a series of digital segments including this September ad and a documentary-style short film. "I want to have my hands in the clay of how we tell the story, and I want to be part of the whole story, not just a character in it," he explained.
While your company may not have the budget to partner with an award-winning actor like McConaughey, it may be worth shelling out for an attractive B-lister.