Turkey Farmers of Canada Launches National Think Turkey Campaign
Think Turkey Aims to Increase Turkey Consumption in Canada
May 13, 2019
Turkey Farmers of Canada, a national organization representing Canada’s 500+ turkey farmers, the Canadian Poultry and Egg Processors Council, Turkey Primary Processing Sector Members, have together launched Think Turkey / Pensez Dindon the first national, bilingual campaign to boost turkey consumption since 2004.
The five-year, fully integrated program, which includes advertising, digital, experiential, PR, influencer, paid social and more will focus on engaging primary meal planners to raise awareness of the benefits of turkey, drive year-round demand and increase overall consumption and retail availability.
“Turkey is one of the most versatile proteins that easily fits into Canadians’ diverse diets, dishes and everyday occasions,” said Darren Ference, Chair of Turkey Farmers of Canada. “Over the next five years, we’re on an exciting mission to grow turkey’s share of plate, shift perceptions and show Canadians that turkey is a delicious, everyday choice to feed their families – and one that supports our local farmers.”
The campaign launched May 6 with a six-week, national outdoor campaign to drive top of mind awareness through broad reach placements in 10 markets that will generate 122.4 million impressions. The outdoor billboard and transit shelter creative playfully takes on other proteins, inviting Canadians to #ThinkTurkey for their favourite everyday recipes from Pomegranate Feta Turkey Burgers to Pineapple Turkey Kebabs, Turkey Adobo and Sweet & Spicy Stuffed Meatballs. Recipes can be found at ThinkTurkey.ca.
The spring outdoor campaign will be further amplified through a national paid search campaign, paid social, online video – including six second and a 40 second YouTube pre-roll spots, PR and influencer engagement.
Turkey Farmers of Canada has engaged Zeno Group as Agency of Record to plan and execute the fully integrated, 5-year campaign, enlisting True Media as paid media partners to lead the national outdoor, paid search and TV buys.