Chick-fil-A is encouraging people to make more memories with their loved ones this holiday season. The brand is treating fried chicken fans to online and brick-and-mortar experiences called “The Time Shop” as part of its “Together Time” campaign.

Starting Thanksgiving, consumers can visit the brand’s free pop-up experience in New York City where they can create their own custom cards to “gift their time to friends and family.” At the “Time Shop,” guests will be offered experiences including three themed zones including “Story Time,” “Play Time” and “Snack Time,” where they can play games, share snacks and listen to stories. The pop-up will be open December 4-17 from 11 a.m. to 7 p.m. Though not required, reservations for the pop-up are encouraged. 

For those who can’t make it to the SoHo pop-up, Chick-fil-A created a virtual site where holiday shoppers can create the same time card gifts, which Chick-fil-A will print and ship to recipients in the U.S., for free.

To complement the campaign, Chick-fil-A also created a two-minute animated spot that brings to life the world of “The Time Shop,” told through the story of a family rediscovering the importance of time well-spent. Chick-fil-A will spot will debut on NBC’s Thanksgiving special and will continue to air during select programming throughout November and December.

Chick-fil-A’s feel-good holiday initiative follows a national survey the company commissioned that found that people don’t spend enough time with those they care about. Ninety-three of respondents said that quality time together is the single most important factor for creating favorite holiday memories, more so than gifts, parties and food. The survey also found that respondents spend 14 hours per week with their loved ones. To increase that number, 57 percent of millennials said they’d be willing to sacrifice social media to get more quality time.