The holidays are more than just a season in the New Heartland — they’re a feeling. A time when family, community, and traditions take center stage. For brands looking to connect with New Heartland audiences, it’s not simply about selling products. It’s about speaking to the values and emotions that resonate deeply with this audience.
The Power of Meaningful Brand Storytelling
Genuine brand storytelling is essential when marketing to the New Heartland. This region, which spans the Midwest, Southwest, and parts of the Southeast, is home to nearly 60% of Americans and defined by shared values like faith (not religion), community and family. The most effective campaigns go beyond the surface, tapping into these values to forge connections that linger long after the ad ends.
Consider Chevrolet’s “The Sanctuary” 2024 holiday ad — a masterclass in storytelling. Premiering during Thanksgiving, the ad follows a father and son escaping family pressures to reconnect while revisiting memories of the grandfather. Through their shared love for a vintage Chevy C10, they rekindle their bond.
The ad’s depiction of an extended family gathering in a small-town setting, combined with warm, evocative lighting, creates a relatable New Heartland aesthetic. Chevrolet consistently crafts holiday ads inspired by the lives of American families, emphasizing love, connection, and heritage — all themes that deeply resonate with this audience. (If you haven’t seen last year’s ad, “A Holiday to Remember,” it’s another standout example.)
Teleflora’s 2024 holiday ad, “The Power of Wishes,” also connects with New Heartland values by celebrating family, hope, and resilience. The story follows a young boy hospitalized during the holidays, longing for his father, who is eventually revealed to be home on leave from military service. Through a magical encounter with a snowman, the ad beautifully illustrates the joy of unexpected reunions and the enduring strength of family bonds, striking a powerful chord with audiences who value close-knit relationships and honor service members.
Lessons in Creating Campaigns That Stick
These campaigns offer valuable insights for marketers aiming to connect with New Heartland audiences:
- Start With Relatable Stories
New Heartland consumers appreciate storytelling rooted in actual experiences and cherished memories. Drawing inspiration from real-life customer stories ensures campaigns resonate genuinely. - Incorporate Regional Imagery
From snow-dusted small-town streets to family gatherings around the kitchen table, regional imagery adds familiarity and relatability. The New Heartland values accurate and respectful representations of their lives. - Celebrate Everyday Heroes
Teleflora’s ad highlights a soldier returning home — a powerful example of how honoring everyday heroes can connect. Whether it’s a farmer, teacher, first responder, or military member, showcasing these figures reflects the core values of the New Heartland. - Focus on Shared Values
Faith, community, and family are central to the New Heartland culture. Campaigns that center on these themes speak the language of their audience and foster genuine connections.
Why It Matters
Storytelling has always been a powerful tool, but in the New Heartland, it’s indispensable. This audience doesn’t just buy products; they invest in brands that understand their way of life and reflect their values. Thoughtful brand storytelling builds emotional connections that endure long after the holidays.
For marketers, the message is clear: if you want to connect with New Heartland consumers, don’t just sell — tell. Share stories that mirror their lives, celebrate their communities, and honor their traditions. That’s how you create campaigns that don’t just stick — they stay.
As we experience another holiday season, the opportunity for meaningful connection has never been greater. The New Heartland is ready to listen. What story will you tell?