The initiative, launched under the strap line I Love British Turkey, has the potential to convert more than 30m consumers to turkey over three years, says the British Turkey Federation.
The campaign kicked off with a huge sampling campaign at Manchester’s Trafford Centre to coincide with the late May Bank Holiday and backed by online support.
Says Matthew Pullen, of the British Turkey Federation’s marketing committee: “Our aim is to demonstrate just how delicious turkey tastes and how easy it is to cook. Chicken has a 31.4% market share while turkey has just 3.7%*. We believe this campaign has the ability to give turkey a slice of that pie!”
Badminton Olympic silver medallist Gail Emms is planning personal appearances to promote the benefits of eating turkey, especially for those with young families, while celebrity chef Phil Vickery will emphasise how simple it is to cook. The third expert, nutritionist Fiona Hunter, will communicate the nutritional value of turkey meat.
Says Pullen: “Our celebrities have come on board because they are genuine fans of turkey. Through them we hope to enthuse consumers about how they can incorporate turkey into their diet on a regular basis. Our aim is to get consumers enjoying different cuts of turkey and new and fun ways of cooking them.”
The campaign will include on-pack retailer support and links with complementary companies, including pizza and pasta producers. A totally revamped website will provide new channels of information for consumers. Says Pullen: “Last year the British Turkey website achieved a record half a million-plus visits and our aim is to reach even more consumers on line this year. We will be further raising our profile with our 14th consecutive British Turkey Awards, which is always so well supported by the industry.”
All activity will be backed by support from the Red Tractor scheme, which features its logo alongside the Quality British Turkey assurance.
Says Pullen: “This provides double reassurance in many consumers’ minds, while retailers also appreciate that QBT is the only ISO 45011 approved turkey farming and agricultural production scheme in the world.”
* Kantar Data Fresh 52 w/e 21st March 2010
British Turkey Federation
Tel: 0800 783 9994