TORONTO – The Canadian poultry industry wants turkey to be top of mind in the country’s consumers with the launch of a five-year national, bilingual campaign to drive consumption of Canadian turkey products.
The Think Turkey/Pensez Dindon campaign is a fully integrated program of promotions that include advertising, digital, experiential, public relations, influencer, paid social media and other strategies that focus on engaging primary meal planners with information on the health benefits of turkey. The goal is to drive year-round demand and increase overall consumption and retail availability of turkey products.
An outdoor campaign on billboards and transit shelters kicked off the initiative on May 6. The campaign will run for six weeks and will reach 10 markets. A national paid search campaign, paid social, online video – including 6-second and a 40-second YouTube pre-roll spots, public relations and influencer engagement – will further amplify the outdoor campaign.
“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.”
Industry organizations participating in the program are Turkey Farmers of Canada, a national organization representing more than 500 Canadian turkey farmers; the Canadian Poultry and Egg Processors Council and Turkey Primary Processing Sector Members.