Brand: Giving a forgotten bird the spotlight.

Our biggest, leanest bird of the lot was being forgotten by shoppers. We reserved it for special occasions, a Christmas centre piece. Or the meat of the ‘fitness freaks’. Despite knowing deep down that turkey is good for us, shoppers would plan for their weekly chicken, lamb or beef within their shop, but not turkey.

We needed to change the way shoppers saw turkey - from the way we packaged it’s benefits to the way people cooked with it in their everyday recipes. Playing in the the truth we all knew - that it is healthier to try it with turkey. In line with Kale, quinos and acai of the world we uncovered that so too sat turkey - possessing not onlt the qualities of a super foodm ut was lean vitamin packed protein. A SUPER MEAT.

With our positioning for turkey as superfood sound, we faced challenges within the market, not only from distribution opportunities, but also from pork who were very visibly pushing a lean, protein story and offering functional, day part relevant reminders for people to switch.
We responded with a way to take our same turkey platform forward - that leant into those characteristics that no other protein could own. 

Leveraging bitingly relevant insights into day-to-day shoppers lives, we built an approach that could genuinely cut-through. Using the ‘theatre of the mind’ we looked to sway those dinner planning drive-time radio commuters to add a superfood to their shopping list.

Using radio as the approach, we captured the drive time home like no other protein has. You need to listen to these.