Don't be chicken, stock turkey
Turkey’s not just for
holidays anymore. More and more Canadians see it as a year-round protein. Yet, it’s not easy to find a variety of cuts at their local grocer. Turkey Farmers of Canada is hoping to change that by encouraging grocery retailers to ‘stock the flock’ of turkey options.
Part of that effort is the first national marketing campaign since 2004: Think Turkey™/ Pensez DindonMC. The Turkey Farmers of Canada, in partnership with the Canadian Poultry and Egg Processors Council and Turkey Primary Processing Sector Members launched the push in May.
The 5-year, bilingual Think Turkey campaign aims to make turkey top of mind, pulling all levers including advertising, digital, paid social, experiential, PR and influencer.
The goal? Simple: increase turkey consumption by 20% over the next five years. That means getting a wider selection of turkey cuts on the shelf year-round.
The campaign kicked off with a national outdoor campaign. Billboards and transit shelter ads were strategically placed near grocery stores to drive consideration and purchase. From May – July 680 outdoor faces will be live in Vancouver, Calgary, Edmonton, Saskatoon, Winnipeg, Toronto, Moncton, Halifax, Quebec City, and Montréal.
Digital creative includes a 40 second spot called “All Kinds of Turkey.” Inspired by the famous Bubba shrimp scene from Forrest Gump, the spot stars a friendly butcher who can’t stop talking turkey and all the ways to prepare it.
To reach primary meal planners in key moments of inspiration, women 25-54, the campaign will be amplified by paid search, paid social, earned media and influencers programs.
In September, Turkey Farmers of Canada will launch a national, bilingual TV campaign to kick off holiday season and drive whole bird sales.