When it comes to holidays, Thanksgiving is a popular favorite. It’s hard to go wrong with a day centered around gratitude and indulgence. And it’s a day that truly gives “comfort food” its meaning.

Comfort food is more than a favorite dish. It is reflection, warmth and belonging. In a world that’s always changing, those familiar flavors and the memories they stir have a way of grounding us.

This—the ability to bring people together—is the power that food holds. And it’s why we’re so grateful to work in an industry devoted to it.

At FoodMix Marketing Communications, we see that power every day. And, as marketers in the food world, we work to optimize its impact by helping share those meaningful stories. Building Brand Love for food brands is something we take great pride in. What people eat isn’t just about flavor; it’s about feeling. The smell of a turkey roasting in the oven takes me right back to my grandmother’s kitchen. The warmth from a busily working stove. The wishbone drying out for its impending tug of war. The full table of loved ones. Her signature chocolate pecan pie cooling on an already loaded-up counter. And the same way aromas and flavors can transport one back to childhood, a powerful brand story can evoke emotion and connection.

While holiday flavors may always be evolving and classic favorites get modern twists, the sentiments still remain. Consumers crave more than good taste. We’re hardwired to be hungry for meaning. That’s why brands that tap into nostalgia, authenticity or shared experiences stand out. If you have flavor and quality on your side, you have a great product. But if you make people feel something, you’ve won hearts and minds.

So this Thanksgiving, let’s take a moment to be grateful for the food. The connections. And ultimately, the comfort that makes the occasion.

Happy Thanksgiving from your friends at FoodMix.