British Turkey 2014
The business challenge
- 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.
Sound Solution
- 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)
Results
- 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
