Canadian culinary scene icon, Chef Chuck Hughes, has taken on a flavorful mission: to convince Canadians to enjoy turkey beyond the holiday season. Partnering with Think Turkey, Hughes headlines the cheeky yet insightful 'Do It More Often' campaign, designed to dispel the myths surrounding turkey cooking and promote its diverse culinary uses.
Launched this April, the campaign spans six weeks and features three engaging 15-second spots broadcasted across social media, connected TV, and digital displays. Aimed at English and French-Canadian meal planners, the ads combine humour and culinary education, making a compelling case for turkey's place in everyday meals.
Think Turkey
Turkey Farmers of Canada's Chair, Darren Ference, expressed excitement about breaking the once-a-year turkey tradition. By collaborating with Hughes, the campaign seeks to introduce Canadians to turkey's versatility and potential as a staple in weekly meal planning. The goal is to change perceptions and highlight turkey as an adaptable protein that can easily fit into a variety of dishes, from tacos and meatballs to sheet pan dinners.
At the heart of the 'Do It More Often' initiative is the invitation to Canadians to visit DoItMoreOften.ca. Here, food enthusiasts can access Chef Hughes' collection of recipes and watch his technique videos, all designed to ensure a delightful turkey cooking experience any day of the week.
The Think Turkey campaign represents a broader effort by Turkey Farmers of Canada and the Canadian Poultry and Egg Processors to rejuvenate turkey's image among Canadian consumers.
Launched in 2019, the campaign aims to increase turkey consumption by showcasing its health benefits, ease of cooking, and adaptability to various flavours and cuts. With this initiative, turkey is set to become a more prominent feature in Canada's culinary landscape, inspiring meal planners to think turkey all year round.