I’m sure a lot of you have been in this situation before: You’re running late for a holiday get-together with friends. The kids are finally wrapped in coats and hats, the car is warming up, and you remember (yikes!) that you promised to bring an appetizer to the party. Grab something at the store on the way? Sure, but then you look like—well—the person who didn’t care enough to make an effort. Now there’s a solution—Chex to the rescue!

Although I could have used this advice years earlier, Jessi Link from our team recently let me know about some Marketing with Meaning that Chex is doing for its annual holiday sales drive. The brand has created five snack recipes that can be made in 15 minutes or less with the killer tagline: “Chex lets you party at the party.” Over at its special holiday-recipe website, you can learn how to make these and several other tasty treats. I like that there are some preparation videos for inept chefs such as myself, ratings for each recipe, and a way to browse recipes by “microwavable,” “salty,” and “sweet.”

I believe that Chex shows us an excellent way for a brand to win with a holiday sales opportunity. In the old days, the brand would just blast hundreds of ads to remind us of the brand—becoming just another voice shouting for our attention when it is in most demand. But by offering a solution to our holiday struggles, Chex has a chance to earn our attention and our loyalty.