The best campaigns don't begin with creative. They begin with an internally approved brief: one strategy, one message, aligned across packaging, retail, media, shopper, and social. This guide outlines how to brief, pitch, and launch for major U.S. holidays, tailored by campaign type.
As a Full Service Agency with deep experience navigating the U.S. retail calendar, we've built this timeline to give your team clarity, alignment, and a competitive edge.
Strategic Timeline by Campaign Type (Including Brief Approval)
| Campaign Type | Internal Alignment | Agency Briefing | Retailer Presentation | IN MARKET |
| LTO Packaging / Product | 12–14 months before | 10–13 months before | 6–10 months before | 6–8 weeks before holiday |
| Integrated Campaign | 8–10 months before | 7–9 months before | 4–6 months before | 3–4 weeks before holiday |
| Mini Campaign | 3–4 months before | 3–4 months before | 1–2 months before | 2–3 weeks before holiday |
| Social Media Series | 6–14 weeks before | 4–12 weeks before | 4–12 weeks before | 1–4 weeks before holiday |
U.S. Holiday Campaign Planning Calendar
Valentine’s Day: February 14
Ideal for: Indulgent, romantic, or giftable SKUs; playful or disruptive formats
| Campaign Type | Internal Alignment | Agency Brief | Retail Pitch | In-Market |
| LTO Packaging / Product | April (prior year) | May | August | Early January |
| Integrated Campaign | July | August | October | Mid-January |
| Mini Campaign | November | December | January | February 1 |
| Social Media Posts | December | Early January | January | Feb 1–14 |
| Shopper Marketing | May | June | Aug–Sept | Early January |
Why It Matters to Consumers: It’s a moment to show love, indulge, or celebrate self-care in a season that feels emotionally significant.
Easter: March/April
Ideal for: Chocolates, brunch kits, baking mixes, spring-themed SKUs
| Campaign Type | Internal Alignment | Agency Brief | Retail Pitch | In-Market |
| LTO Packaging / Product | May–June (prior year) | June–July | September | Early March |
| Integrated Campaign | August | September | November | Early March |
| Mini Campaign | November | January | February | 2–3 weeks pre-Easter |
| Social Media Posts | February | Early March | March | Week before Easter |
| Shopper Marketing | June | July | September | March 1 |
Why It Matters to Consumers: Easter marks the start of spring and family gatherings, making it a moment to refresh routines and reconnect over food.
Memorial Day: Last Monday in May
Ideal for: Frozen treats, BBQ products, summer launches
| Campaign Type | Internal Alignment | Agency Brief | Retail Pitch | In-Market |
| LTO Packaging / Product | July–August (prior year) | September | November | Early May |
| Integrated Campaign | January | February | March | Late April |
| Mini Campaign | March | Late March | April | Week before |
| Social Media Posts | Late April | Early May | May | Memorial Day Wknd |
| Shopper Marketing | September | October | November | May 1 |
Why It Matters to Consumers: It’s the kickoff to summer. An excuse to gather, grill, and switch into warm-weather habits.
Independence Day: July 4
Ideal for: Patriotic packaging, grilling, beverage or snack LTOs
| Campaign Type | Internal Alignment | Agency Brief | Retail Pitch | In-Market |
| LTO Packaging / Product | August (prior year) | September | Dec–Jan | Mid-June |
| Integrated Campaign | February | March | April | June 15 |
| Mini Campaign | April | May | May | June 25–July 4 |
| Social Media Posts | Late May | Early June | June | Final week of June |
| Shopper Marketing | October (prior year) | November | January | Mid-June |
Why It Matters to Consumers: It’s a peak celebration moment where family, food, and national pride intersect.
Back-to-School: August
Ideal for: Snacks, pantry staples, family-size, functional formats
| Campaign Type | Internal Alignment | Agency Brief | Retail Pitch | In-Market |
| LTO Packaging / Product | September (prior year) | October | January | August 1 |
| Integrated Campaign | March | April | May | Mid-August |
| Mini Campaign | May | June | July | August 15 |
| Social Media Posts | July | Early August | August | August 20–31 |
| Shopper Marketing | October (prior year) | November | January | August 1 |
Why It Matters to Consumers: It’s a return to routine and a time when parents prioritize value, nutrition, and convenience.
Halloween: October 31
Ideal for: Treats, novelty formats, spooky-themed LTOs
| Campaign Type | Internal Alignment | Agency Brief | Retail Pitch | In-Market |
| LTO Packaging / Product | Nov–Dec (prior year) | December | March | Early October |
| Integrated Campaign | May | June | August | October 1 |
| Mini Campaign | August | September | September | Mid-October |
| Social Media Posts | Late September | October 1 | October | Oct 15–31 |
| Shopper Marketing | December (prior year) | January | March | October 1 |
Why It Matters to Consumers: It’s a playful, creativity-driven holiday that celebrates indulgence and imagination.
Thanksgiving: Fourth Thursday in November
Ideal for: Heat-and-eat, seasonal baking, sides, large-format meals
| Campaign Type | Internal Alignment | Agency Brief | Retail Pitch | In-Market |
| LTO Packaging / Product | Oct–Nov (prior year) | November | February | Early November |
| Integrated Campaign | April | May | August | November 1 |
| Mini Campaign | July | August | September | November 15 |
| Social Media Posts | Early September | Mid-September | October | Week before Thanksgiving |
| Shopper Marketing | November (prior year) | December | February | November 1 |
Why It Matters to Consumers: It’s the most food-centric holiday of the year, centered on togetherness, gratitude, and tradition.
Holiday Season: November / December
Ideal for: Gifting, indulgent formats, entertaining, premium SKUs
| Campaign Type | Internal Alignment | Agency Brief | Retail Pitch | In-Market |
| LTO Packaging / Product | Dec–Jan | Jan–Feb | Apr–May | Mid-November |
| Integrated Campaign | June | July | September | November 15 |
| Mini Campaign | September | October | November | December 1 |
| Social Media Posts | Early November | Mid-November | November | Throughout December |
| Shopper Marketing | January | February | May | Mid-November |
Why It Matters to Consumers: The season is filled with emotional weight; giving, gathering, and celebrating all converge at home and around the table.
Why the Brief Approval Stage Slows You Down
If campaigns feel rushed, it often stems from a delayed or unclear brief approval process. Most teams underestimate the time needed to:
- Align cross-functional stakeholders (Brand, Sales, Ops, R&D)
- Confirm budget and business case
- Navigate regulatory/legal review (especially claims)
- Coordinate with packaging suppliers, co-packers, and printers
Solution: Start internal planning one quarter before you ever engage external partners.
Why Media and Social Teams Need a Head Start
By the time your product hits shelves:
- Media buys should be live
- Influencer content should be in-market
- Social content should already be building awareness
This only works if your Media Agency and Social Media Agency are briefed in tandem with packaging and shopper partners.
Final Thought: Own the Holiday by Owning the Process
Seasonal success isn’t just about showing up. It’s about leading the category narrative. That starts with alignment, clarity, and smart sequencing.
So don’t just ask:
- “When do we launch?”
Ask:
- “When do we align?”
- “When do we brief?”
- “When do we pitch retailers?”
Answer those three correctly, and the rest of the holiday flows.
As a Full Service Agency, we help CPG brands build backwards from seasonal opportunity aligning insights, messaging, packaging, media, and in-store to drive velocity and brand equity.
Need help building your holiday timeline? Let’s map it together.