Turkey Farmers of Canada break Think Turkey campaign
Industry organization Turkey Farmers of Canada has begun a national campaign called “Think Turkey,” intended to increase consumption of the bird. The campaign is being conducted in association with the Canadian Poultry and Egg Processors Council and elements of the turkey processing industry. According to the group, this is the first national bilingual campaign in support of turkey since 2004. The five-year initiative will include advertising, digital executions, experiential promotions, public relations, influencer activities and social media content. The campaign is aimed at primary meal planners and is intended to raise awareness of the benefits of turkey. The campaign began on May 6 with a six-week out-of-home campaign in 10 cities. It also includes a collection of recipes at ThinkTurkey.ca, search engine advertising and online videos. The campaign was developed by Zeno Group, with media work from True Media.
“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.”