Think Turkey has unveiled a new national campaign, “You Turkey,” aimed at repositioning turkey as a premier protein choice for health-conscious consumers. The initiative is backed by a revamped media mix in the organization’s efforts to drive demand for Canadian turkey.
The campaign’s creative strategy seeks to set turkey apart from other proteins by positioning it as a key component of Canadians’ fitness and lifestyle goals.
The media plan encompasses 15-second spots on linear and connected TV during the NHL playoffs, as well as targeted placements on GymTV, a video entertainment network in gyms.
The campaign also features DOOH advertising and paid social media amplification on prominent platforms such as Meta, TikTok and YouTube, and in-store retail media with incentive-based creative to encourage Canadians to buy turkey. There’s also a national challenge on Strava, an activity tracking and social platform for athletes, to further engage fitness-conscious Canadians.
The plan is bolstered by partnerships with elite Canadian athletes, who will appear in digital content and media to showcase how turkey fuels their daily performance. Ambassadors include Canadian women’s national soccer team defender Vanessa Gilles; Canadian pickleball champion Christina Chin; and Emmy Fecteau, professional field hockey player.
Zeno Group Canada, which has been the brand’s AOR for more than five years, developed the platform and program, including media planning and buying, creative strategy and development, public relations, shopper marketing, creator marketing and social community engagement.
Lisa Cadeau, director of national marketing campaign and brand partnerships at Turkey Farmers of Canada, tells MiC that the latest media plan marks a shift in strategy. While past efforts showcased turkey farmers’ pride and the uniqueness of Canadian turkey through TV, digital and social media, this campaign takes a new approach by emphasizing the connection between athletes and turkey.
“We’ve strategically selected media that engages Canadians when they are thinking about health, fitness and achievement, live sports moments, fitness apps, gyms and studios,” Cadeau says.
The targeted ads on GymTV and the Strava challenge were selected “to meet our active audience where they are, literally, whether mid-run or mid-workout,” Cadeau adds.
“By activating in these channels, Think Turkey is reaching audiences most receptive to adding turkey to their weekly meals.”
To measure the campaign’s success, the brand has also ramped up its retail program efforts to track the impact of the messaging and program in-store. Key performance indicators include high CPM and CPC, website traffic and engagement with the recipe center, Strava challenge participation and completion rates, as well as social media sentiment and engagement.
Overall, the campaign targets health-conscious individuals aged 25 to 55, including busy families, fitness enthusiasts and active individuals. This demographic, comprising primary grocery shoppers and meal planners, is looking for lean and nutrient-rich protein sources to fuel their active lifestyles and achieve their fitness objectives, Cadeau says.
Cadeau adds that “You Turkey” will run through the end of the year and into 2026, with ongoing optimization based on real-time metrics. The brand will shift investment to the most effective channels, refresh creative content and amplify resonating messages.
“We’re particularly proud of the energy and vibrancy of the hero 15-second ads, which perfectly channel the edge you gain from adding turkey to your weekly meals – whether you’re a gymgoer, a weekend warrior, a walker or a busy parent chasing after a toddler,” Cadeau says. “It’s an incredibly versatile creative platform that aims to shift how Canadians view turkey.”
