FROM HOLIDAY TO EVERYDAY___
Turkey had been trapped for decades in a holiday-shaped box. And as new Canadians entered the market and current shoppers began to move away from traditional holiday dinners, turkey was in decline. Our challenge was to create new demand and disrupt the misconception that this bird only flies for holiday occasions.
TIME TO RUFFLE SOME FEATHERS___
Our research uncovered the need for some serious perception shifting to promote turkey as a delicious, low-fat protein that’s easy to swap into your everyday recipes. We discovered turkey was a superfood, created a fresh new brand and delivered an integrated strategy for getting Ontario Turkey into mouths.
CONSUMERS GOBBLE IT UP___
Changing a perception isn’t an event, it’s a process. From branding to sampling, our integrated marketing mix reversed 35 years of decline and drove double-digit sales growth. Through shopper marketing and retailer engagement, we reimagined this versatile protein to shift popular attitudes and propel record gains.