British Turkey 2014

Produce a series of engaging and informative Video Features that will be relevant throughout specific time pegs during 2014
Position British Turkey as the culinary expert offering delicious recipes, making turkey a staple choice at meal times and clearly communicate the key benefits of choosing British Turkey; it’s nutritious; it’s delicious; it’s easy to cook
Alert consumer attention to the rich recipe collateral available to consumers at www.britishturkey.co.uk
Ultimately, drive audiences to purchase more British Turkey produce all year round, whatever the occasion.

To continue building on previous campaign activity we produced, filmed and edited 4 x delicious British Turkey recipe videos with celebrity chef and brand ambassador Phil Vickery.
The 4 videos were editorially aggregated throughout the year to motivate audiences to cook with British Turkey outside of Christmas.
We leveraged calendar pegs and themes, including the World Cup, to showcase British Turkey’s versatility and communicate key messages of choosing British Turkey to cook; it’s nutritious; it’s delicious; it’s easy to cook.
Alongside Phil we filmed a family focussed recipe with food blogger Filipa Kay (Gourmet Mum)

All four videos received excellent media pick up, securing coverage across major sites and portals including Hello, MSN, AOL, TalkTalk, The Express and Huffington Post
We secured a total audience reach of over 95 million