Turkey. The Perfect Protein® Campaign Results in Consumer Interest in Eating More Turkey

December 14, 2005

Sherrie Rosenblatt, National Turkey Federation
202-898-0100 ext. 227, srosenblatt@turkeyfed.org
or Lisa Brackett, Devine & Pearson
617-472-2700 ext. 135 l_brackett@devine-pearson.com

Nearly three-quarters (71%) of those who recalled the National Turkey Federation’s (NTF) consumer advertising, Turkey. The Perfect Protein®, said they were more likely to eat turkey as part of their lunch in the next week. According to Opinion Dynamics Corporation (ODC), the positive results from research done on the advertising also found that more than half (55%) of the respondents who recalled seeing the campaign indicated that they were very likely to eat turkey for dinner in the next week.

On key questions regarding purchase intent, advertising recall positively influenced behavior. Those who recalled the campaign were much more likely to say they would eat turkey in the next week for either lunch or dinner compared to those who didn’t recall the campaign. With limited funding, NTF was able to generate not only some awareness but also purchase intent attributable to the advertising.

“Promoting turkey as the perfect protein with 8 percent more protein than beef or chicken with no saturated fat has created a memorable message that resonated with consumers,” comments Sherrie Rosenblatt, NTF’s senior director of marketing and communication. “More importantly, this research shows that consumers are increasingly adding turkey as an option for lunch and dinner as a result of our advertising campaign.”

In 2005, NTF ran consumer ads in 10 leading women consumer lifestyle publications from April through October. They wanted to raise awareness of turkey’s high-protein, low fat and low-calorie nutritional profile and drive consumers to EatTurkey.com for more information. ODC conducted initial research in April with the second round of interviewing completed in the first week of November in order to measure advertising awareness and purchase intent.

The National Turkey Federation (NTF) is the national advocate for all segments of the turkey industry, providing services and conducting activities that increase demand for its members' products by protecting and enhancing their ability to profitably provide wholesome, high-quality, nutritious products. Its award-winning web site, www.eatturkey.com, offers consumers, food professionals and the media an extensive library of information including healthy eating and restaurant trends, turkey cuts and purchasing tips, turkey nutrition and cooking techniques, and turkey facts and trivia. Additionally, the site presents a searchable database of more than 1,500 recipes, offers a recipe E-mail program and provides special seasonal and holiday ideas. The National Turkey Federation is headquartered in Washington, D.C.