Encourage increased mealtime occasions to use British Turkey.
Drive the consumer to purchase more British Turkey outside of the Christmas period.
Clearly communicate the array of benefits of British Turkey as it is not seen as the 1st choice meat for the majority of consumers, with supermarkets having less display space dedicated to turkey than other meats.
The Sound Solution
Our approach was to use our brand ambassador Phil Vickery to create a wide range of broadcast content across radio and online. We had only 2 days with Phil, so had to use our time to create as much content as possible to use across the year, all to motivate our target audience into choosing British Turkey.
We produced, filmed and edited four high quality recipe videos with celebrity chef Phil Vickery in one day, maximising the use of Phil’s time to create as much content as possible to use across the year.
3 of the 4 videos showcased delicious turkey recipes that could be enjoyed away from Christmas – turkey, chorizo and bean casserole, American style turkey salad and creamy turkey with cider and apples. The 4th video provided expert tips on how to carve your Christmas turkey.
The 4 videos were editorially aggregated throughout the year with cue material accompanying them to compliment the particular calendar pegs and provide British Turkey website information and key messaging.
To launch the videos we ran broadcast interviews with Phil Vickery in our studios to promote the videos and discuss the benefits of eating turkey all year around. All interviews pointed to www.britishturkey.co.uk
Online editorial competitions in the summer also provided another way to excite the consumer, promote the latest video and communicate British Turkey messaging.
Overall the campaign achieved over 170 items of coverage across the year on radio and online, with a potential audience reach of over 45 million.
Radio interviews with Phil Vickery on a wide range of stations including BBC Stoke, BBC Cambridge, Heart Hertfordshire and BBC Leicester.
The recipe videos were hosted on lifestyle, consumer and food sites such as Hello Online, All Recipes and The Culinary Guide, as well as news portals such as The Belfast Telegraph.