R&T HELPED THE BRITISH POULTRY COUNCIL PUT TURKEY BACK ON THE MENU FOR MILLENNIALS ACROSS THE NATION
The Results
SALES UPLIFT
+15% uplift in sales amongst a younger audience
NEW SHOPPERS
+66,000 new people buying
EARNED
4.7 million targeted campaign impressions
The Task
Put turkey back on the menu for millennials across the nation, and bring new shoppers into the category.
And crucially, not just at Christmas!
INSIGHT
Turkey mince is ‘low fat’ & ‘high protein’. Positioned correctly, these attributes should be ‘gobbled-up’ by health-conscious millennials, especially when you couple turkey’s health creds with the fact you can ultimately use it just like chicken.
THE IDEA & EXECUTION
With these insights in mind, we cooked up a campaign platform to inspire people to get cooking & discover the versatility of turkey first-hand – ‘Just Wing It’.
To hit our millennial audience, we brought ‘Just Wing It’ to life via a high-impact social campaign, paired with subtle in-store activity that would allow us to influence our audience online, and have them close the loop in-store.
Making recipes the centre-piece of the campaign, and using stunning photography, we recreated some of the nation’s favourite meals, but using turkey mince, instead of other meats.
The recipes were supported by a paid social campaign, while influencer content showed how easy it was to switch to turkey, without sacrificing on taste.
Moving in-store, we stickered turkey products in Asda & Morrisons, linking back to our social campaign, triggering awareness & purchase.
