Elevating the Profile of Turkey as “The Perfect Protein” Results 2011 Marketing Communications Program Marketing Communications Committee Meeting Feb.

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Presentation transcript:

Elevating the Profile of Turkey as “The Perfect Protein” Results 2011 Marketing Communications Program Marketing Communications Committee Meeting Feb. 16, 2012

The Strategy  Take advantage of First Lady Michelle Obama’s efforts to fight childhood obesity.  Extend the “Upgrade It!” with turkey campaign to provide new tools for consumers.

New Research  New consumer research found moms are not prepared to fight childhood obesity  Surveyed 500 mothers with children between the ages of 6 years and 16 years  34 percent of the children assessed in the study meet the criteria for overweight or obesity  76 percent of their mothers don’t recognize this fact and are not taking simple steps to improve their children’s weight status

New Tools  Upgraded School Meals and Snacks – tips for packing healthier school lunches with turkey.  Family Activity Calculator – how to burn additional 100 calories through activity.  Dining Out Upgrades – information on ways to upgrade restaurant meals.  Kids and Their Weight – consumer-friendly information on childhood obesity; how to know if a child is overweight.

Generating National Media Coverage  Satellite Media Tour  Multimedia News Release  Newspaper Article  30-second radio and television spots The result: > million viewers, readers and listeners.

Grassroots Level  ZisBoomBah Partnership (winner of First Lady Michelle Obama’s “Apps for Healthy Kids” competition)  Three Pick Chow! Across America events where consumers learned about the Meal Upgrade Calculator  More than 3.4 million people attended the events.  Boulder, Colo.  Chicago, Ill.  Portland, Ore.

Influencers  FMI Consumer Affairs Conference  Distributed Simple Steps to Upgrade the Family Diet Easily Substituted What’s For Dinner Kid Approved

Blogger Contest  Reached more than 1,600 people on Twitter.  More than 440 votes were cast Winner Merry Graham’s Broccoli Turkey Potato Casserole

2011 Foodservice Public Relations Campaign Results

Food Photography/Recipes  National Culinary Review

Food Photography/Recipes  Recipedia: Burgers and Breakfast are Booming

Food Photography  August 2011 – 10 new photos

T.O.M. Award Mid-Scale/Casual Dining: Cracker Barrel

T.O.M. Award Supermarket Foodservice: Henry’s Markets

T.O.M. Award Full Service: Polly’s Pies

T.O.M. Award Quick Casual: Quiznos

T.O.M. Award Fast Food: Arby’s Richmond

Measurement Foodservice Message Points 221 vs. 312 = +41%

Measurement Foodservice Message Points 221 vs. 312 = +41%

Social Media Update

 Facebook  Turkey. The Perfect Protein ®  Goal: 571 to 771 Facebook Fans 786 Facebook Fans

Social Media Update  Twitter  Goal: 731 to 931 followers 1,352 followers

Social Media Update  YouTube  NatlTurkeyFederation  Turkey Processing B-Roll (11,162 views)  Iowa Turkey Grower (1,388 views)  Turkey Egg Hatchery B-Roll (712 views)

Questions?