Group kicks off campaign to up turkey consumption

WASHINGTON: The National Turkey Federation (NTF) has unveiled a new tagline and plans a major integrated communications campaign for later this year to encourage consumers to eat more turkey at dinnertime.

WASHINGTON: The National Turkey Federation (NTF) has unveiled a new tagline and plans a major integrated communications campaign for later this year to encourage consumers to eat more turkey at dinnertime.

The new tagline - "Turkey: The Perfect Protein" - came after a year of sampling consumer opinions about turkey and its key attributes, said Sherrie Rosenblatt, senior director of marketing and communications, at the federation. "Consumers decided they liked the powerful protein message," she said. Stressing turkey as a protein source also appeals to people on low-carb diets. "The low-carb crowd is looking for protein and probably needs to add some new options to that high-protein diet," Rosenblatt said. US turkey consumption has held steady at 18 pounds per capita for the past decade, she noted. People most commonly eat turkey at Thanksgiving and in lunchtime sandwiches. Processors have developed a variety of new turkey offerings - from cutlets to ground turkey to Italian turkey sausages - that can be eaten at dinner. But federation research showed consumers aren't thinking about turkey as a dinner option. Longtime firm Devine & Pearson, a Boston-area integrated shop, will handle the planned consumer campaign, including PR, said Rosenblatt. Devine already has been working on a food service-directed turkey effort, and helped redesign the NTF's website, eatturkey.com. The new tagline, announced at the federation's recent annual meeting, will be incorporated into all press materials and correspondence , as well as in ongoing food service marketing and PR, Rosenblatt said.

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