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National Turkey Federation Unveils New Product Positioning

"Turkey. The Perfect Protein™" New Product Tagline

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SAVANNAH, GA, February 9, 2004 - FOR IMMEDIATE RELEASE CONTACT:
Sherrie Rosenblatt, National Turkey Federation
202-898-0100 ext. 233, srosenblatt@turkeyfed.org
or Leslee McGovern, Devine & Pearson
617-472-2700 ext. 137 lmcgovern@devine-pearson.com

After a year of research into consumer attitudes and perceptions relating to the consumption and purchase of turkey products, the National Turkey Federation (NTF) found that the tagline, “Turkey. The Perfect Protein™,” inspired consumers to include turkey more often in meals served at home.

NTF announced the new category positioning to its membership at the federation’s annual convention today. The positioning centers on a powerful protein message that conveys turkey is higher in protein than most other meats.

“The climate is right for the turkey industry to collectively build the turkey market,” commented NTF Marketing Communications Committee Chairman Jeff Ettinger. “The results of the federation’s consumer research indicates that we have a strong message about turkey that will induce consumers to eat our products more often.”

Initial research revealed that the largest barrier to increased consumption was lack of awareness. Simply getting consumers to think about turkey raised their desire to serve it by 11 percent. Later research on specific messaging showed that “Turkey. The Perfect Protein” outscored other alternatives in motivating consumers to eat turkey more regularly. Straightforward information about nutrition relevant to other meats and colorful visuals of serving ideas also resonated well with consumers.

“Turkey. The Perfect Protein,” will be the basis of an integrated marketing communications campaign set to launch later in 2004 and will be foundation for future federation programs.

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.