Historically, National Chili Day (fourth Thursday in February) hasn’t been one of the more well-known food holidays and year-over-year had driven little social conversation…that is until 2020. The Edelman team was tasked with enhancing overall relevancy and conversation around National Chili Day while finding a unique avenue to drive awareness, consideration, and ultimately, purchase of BUSH’S Chili Beans around the timely milestone of National Chili Day.