Josh Criscoe, head of communcations at Venmo, discussed the payment company's partnership with Aldi - one of the nation's largest grocers to fight hunger during the Thanksgiving holiday.
Venmo created a custom hand turkey emoji for the month of November. For every hand turkey used with the caption "Friendsgiving," ALDI will donate 10 meals to Feeding America.
Criscoe says the campaign emerged from an increased "friendsgiving" trend on the app. The company noted that Venmo users were splitting the cost of groceries during the Thanksgiving holiday, as they celebrated with friends.
To honor the growing tradition, Venmo decided to create a way for users to engage, while giving back.
The hand turkey emoji, which the company customized, was chosen as a reference to elementary school arts and crafts.
Criscoe also explained why millennials are so drawn to the payment app, noting the demographic's interest in knowing what others are doing.
Criscoe delves into the company's using of custom emojis, discussing their launch earlier this year of the festival emoji, which rolled out during music festival season.