The British Turkey industry, very much aware that financial outlay will be at the forefront of consumer thinking, is focusing its Christmas campaign on the exceptional value that British Turkey offers at Christmas.
The campaign, expected to hit 35m households, kicks off on Tuesday December 1st, when a series of chefs deliver a wide selection of freshly cooked left over meat to tv and radio presenters to show what can be done with the turkey after Christmas lunch.
Says Catriona Lee, chairman of the British Turkey Federation’s marketing committee: “Economic pressures mean everyone will be looking to make the most of their budgets this Christmas, so our message to them is that a whole turkey offers exceptional value for money. It not only provides the centre piece to the meal of the year but a substantial number of meals over the Christmas period. A 5kg turkey will provide at least 30 meals including Christmas lunch.
You would be hard put to find any other meat at Christmas which delivers such value and taste.”
The marketing support will include a survey commissioned to find the nation’s favourite Christmas Day meal – from starter to pudding, snacks to drinks and the results revealed in the run up to Christmas to provide extra exposure for British Turkey.
Live radio interviews and phone-ins will be broadcast across the UK to convey the ‘Buy British’ message and encourage consumers to support the sector.
For younger consumers who prefer texting a 24 hour text service will provide shoppers with information as they browse the turkey fixtures. For an instant response, all the consumer has to do is text the weight of their birds in kilos to “Turkey 64446”. A return text gives cooking times for the bird and information on how many the bird will feed, along with a link to the British turkey website for more handy hints.
Lee continues: “While we are keen to meet the needs of younger consumers, if people prefer to talk to someone, the freephone British Turkey Hotline will again be manned until 5pm on Christmas Eve. Whether it is advice on defrosting times and cooking times, the size of turkey to buy or how to use up turkey leftovers the helpline provides that personal touch and re-assurance that so many of us would like at this time and this service is seen as a benefit by retailers and butchers selling British turkeys.
The British Turkey website, which received more than 210,000 visitors in December 2008, will continue to run its on-line cooking and defrosting calculator with a daily fun competition, carving guide and hints and tips for how to have a stress free Christmas. The website will also include new Christmas games to encourage interaction.
In line with tradition a British Turkey will also be presented to No 10 Downing Street, for the PM’s wife Sarah Brown to donate to her chosen charity.
Tel: 0800 783 9994