TORONTO — Turkey Farmers of Canada, the Canadian Poultry and Egg Processors Council and Turkey Primary Processing Sector Members have 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,” says 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 are expected to generate 122.4-million impressions. The spring outdoor campaign will be further amplified through a national paid-search campaign, paid social, online video — including six-second and 40-second YouTube pre-roll spots, PR and influencer engagement.