TORONTO – 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 TurkeyTM / Pensez DindonMC 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.
About Turkey Famers of Canada
Turkey Farmers of Canada (TFC) is a national organization representing Canada’s 500+ turkey farmers. Created in 1974 under the federal Farm Products Agencies Act, the Agency encourages cooperation throughout the Canadian turkey industry, promotes the consumption of turkey meat, and oversees the supply management system for turkey in Canada.
About Canadian Poultry & Egg Processors’ Council – Turkey Members
CPEPC is the national industry association representing chicken and turkey processors (primary and further processors), hatcheries, egg graders, and egg processors in Canada. The Council appoints two directors from its turkey primary processing sector and one from its further processing sector to the TFC Board of Directors.
About Zeno Group
Zeno Group is a global, integrated communications agency, born from PR. The award-winning agency is committed to work that delivers true business value for clients across consumer, corporate, health and technology industries. Zeno was named 2017 Midsize Agency of the Year and Global Consumer Agency of the Year by The Holmes Report. Zeno also received high commendation as 2018 PRWeek US Midsize Agency of the Year and 2017 International Agency of the Year. Additionally, Zeno was named a Best Place to Work by PRWeek in 2016 and 2017. The agency was recognized at the Cannes International Festival of Creativity in 2018, winning a Bronze PR Cannes Lion, and in 2016, winning a Gold Cannes Lion and a Bronze PR Cannes Lion.