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Chuck Hughes and Think Turkey call on Canadians to 'Do It More Often'

4/10/2024
Chef Chuck Hughes standing at a kitchen counter cutting slices of turkey

If you’re only doing turkey a couple times a year and always the same way, Chef Chuck Hughes is here to show you all kinds of new techniques and everyday recipes to enjoy turkey morning, noon, and night!

Hughes is the star of Think Turkey’s new creative campaign ‘Do It More Often,’ which launched this April with three 15-second spots (see below) that will run for six weeks across social media, connected TV, and digital display targeting English and French-Canadian meal planners. 

“The Do it More Often campaign is a bit cheeky and uses humour to encourage Canadians to get out of their turkey rut,” said Darren Ference, Chair, Turkey Farmers of Canada. “Turkey does cook a bit differently and that’s why we teamed up with Chef Chuck Hughes to share tips and techniques to set Canadians up for a great weeknight turkey experience.”

The new ad campaign encourages everyone to visit DoItMoreOften.ca to get Hughes’ recipes and watch his series of entertaining and educational cooking technique videos for the perfect turkey tacos, meatballs, and sheet pan dinner.

“Turkey is incredibly versatile, takes on so many flavours, and comes in a variety of cuts from turkey breast to ground and thighs, making it easy to choose turkey for everyday meals,” said Hughes.

Turkey Do it More Often logo

“With so many Canadians searching online for recipe inspiration and cooking hacks, we hope the new digital ads grab their attention and encourage them to add turkey to their cart this spring,” said Mark Hubert, President and CEO, Canadian Poultry and Egg Processors.

In addition to the 15-second spots, Think Turkey will encourage consumers to do turkey more often through PR, social, search, and creator marketing activations.

For recipes by Chef Hughes, turkey cooking techniques, and more, visit DoItMoreOften.ca or follow along on Think Turkey's Instagram channel (@CanadianTurkey) and its other social media platforms.

The Do It More Often campaign is part of the Think Turkey integrated marketing program, a national, bilingual campaign launched in partnership with the Canadian Poultry and Egg Processors' Turkey Primary Processing Sector Members, focused on engaging primary meal planners, women aged 25-54, to drive year-round demand and increase overall consumption of turkey.

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