Butterball, The Summer of Turkey

 

Challenge

Although they had diversified their product range beyond traditional holiday products, Butterball wanted to grow its appeal with health minded mature millennials and become a go-to option for healthy summertime meal inspiration.

Spark

Butterball had traditionally been seen as a heritage brand, primarily associated with the holidays. Given their new range of healthy everyday products, we recommended a new youthful face and voice for the brand and brought on a mainstream celebrity chef.  We collaborated to develop recipes, helpful tools & tips and inspiration in a way that spoke to a much younger demographic for the brand.  We encouraged people to ‘Take Turkey Outside’ and declared 2016 as “The Summer of Turkey”.