National Turkey Federation Launches "Turkey. The Perfect Protein" Campaign
Federation promotes turkey's high-protein, low-fat content to low-carb dieters, other health-conscious consumers
WASHINGTON, D.C., June 16, 2004 -
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Turkey's high-protein, low-fat content makes it an ideal food for the 30 million to 40 million Americans following low-carbohydrate diets, a point the National Turkey Federation (NTF) will emphasize in a new campaign promoting turkey as "The Perfect Protein."
Turkey has 8 percent more protein and less fat than beef or chicken1, making it a great choice for the 44 percent of adults who are cutting carbohydrates and the 64 percent who are avoiding fat2, according to Sherrie Rosenblatt, NTF's senior director of marketing and communications.
"For the low-carb dieter, turkey is the perfect lean protein choice," said Rosenblatt. "And even if you're not cutting carbs, it's a nutritious, easy-to-prepare, great tasting choice for a meal. We want to make sure consumers remember turkey is the perfect protein the next time they visit the supermarket."
The $3 million integrated marketing campaign will include print advertising in select publications, a concerted public relations effort, and enhanced consumer-friendly features on the NTF's web site, www.eatturkey.com. It also will highlight the availability of easy-to-prepare turkey parts in an effort to dispel the mistaken notion that turkey is difficult or time-consuming to cook, among other initiatives.
The campaign stems from research conducted by the federation earlier this year that shows consumers are unaware of the variety of new turkey cuts and products now available or how to prepare them. Yet, when reminded of turkey as a mealtime option, consumers' desire to serve it increases by 11 percent. Further research showed that the tag line "Turkey. The Perfect Protein" motivates people to want to serve it more regularly.
"As awareness of turkey's nutritional advantages grows, we expect to see more consumers serve and eat turkey routinely as part of their meals," said Rosenblatt. "People already know that turkey tastes great. Now they're going to find out how it's great for your waistline too."
Note to editors: Recipes, "Turkey. The Perfect Protein" logo and press kit are available for download from the pressroom at www.eatturkey.com.
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1) Nutri-facts Update, a skinless, cooked 3-ounce turkey breast contains no saturated fat and 26 grams of protein, 8 percent more protein than a 3-ounce skinless, cooked chicken breast or 3-ounce, cooked top loin steak, trimmed of visible fat.
The National Turkey Federation is the advocate for all segments of the U.S. turkey industry. It's award winning web site www.eatturkey.com offers successful on-line professional chef cooking demonstrations and a searchable database of more than 300 recipes that exhibit turkey's versatility as a profit-building item, which enhances menus in all meal occasions during every season of the year. Operators can also go to www.eatturkey.com to sign up for the RecipE-mail program to register and receive unique recipe ideas that add flair to holiday and special occasion menus year-round.
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