Meijer promotes its Simply Give Program, which will contribute up to 10 million meals to help feed families in need, in a new ad.

The commercial, created by agency The Distillery Project, features a diverse cast of people in different holiday-related scenarios that would usually not make them feel thankful. However, after a year of restrictions due to COVID pandemic and given the fact that millions of families across the country do not have enough food, the perspective might change. Thus, a woman stuck in a traffic jam says, from the wheel of her car, that she’s thankful for being able to travel on the busiest day of the year. A teenage boy says he’s thankful for getting to turn a significant amount of bread into tiny little toast nuggets. A boy says he’s thankful for going nuts to grandma’s house, a girl is thankful for her grandma’s crunchy stuffing, a teenage girl is thankful for every mysterious lump in the gravy, another girl is thankful for all of her uncle Roy’s stories, and a grandmother is thankful for being able to use every last dish.

“We’re more thankful than ever for our families,” the voiceover says at the end of the commercial, adding that, “this year, Meijer Simply Give Program will contribute up to 10 million meals to help feed families in need. The one-stop shop will match Simply Give card purchases up to a Meijer donation of $10,000 per store.